This research analyses consumer online brand engagement as a hierarchical behavioural construct and evaluates the effects of the behaviour on the luxury purchase intention of consumers in Ghana (Generation Z and Millennial). Based on Uses and Gratifications Theory and the typology of consumer online brand engagement, the research explores the relationship between firm-created content and user-generated content and three increasingly active levels of engagement: consumption, contribution and creation. An exploratory factor analysis, a reliability analysis, a correlation analysis and a hierarchical ordinary least squares regression were used to analyse a cross-sectional survey of 216 young consumers who follow luxury brands on social media. The findings show that firm-generated content is a good predictor of consumption and contribution, whereas user-generated content is a good predictor of consumption and creation. The combined model, which involved the three levels of engagement, consumption, contribution, and creation, had a significant influence on the purchase intention, though the contribution and creation had the greatest behavioural relevance. When the content antecedents were included in the entire model, consumption turned out to be insignificant, whereas contribution and creation were significant predictors. The platform analysis also reveals that consumption had a greater impact on visually oriented platform and contribution and creation had more impact on text-oriented platforms. The research expands consumer online brand engagement research to a understudied, Sub-Saharan African luxury context and demonstrates that high order engagement behaviours have more explanatory power over purchase intention than passive exposure..