Purpose: The purpose of this study is to gain a better understanding of how generation Z perceives the usage of Instagram by the companies to engage with consumers in their brand. This study will be solely focused on Generation Z as they are the most frequent social media users.    

Methodology: This study was conducted by a survey in which 150 from generation Z responded. 

Analysis: In the analysis, the results of the survey are shown in graphs done in Excel.

Conclusion: Generation Z's perception of companies’ engagement with consumers through Instagram is a positive one. They are the most prevalent social media users and see companies’ brands as a part of their social identity.