In this study, the influence of Generation Z's social media marketing activities on brand equity, with an emphasis on the ways in which engagement with platforms such as Instagram, TikTok, Snapchat, and Twitter affects critical brand equity dimensions—brand awareness, perceived quality, and brand loyalty. Generation Z, which was born between 1997 and 2012, is the first generation to have grown up in a digital age and has become accustomed to social media and technology. Consequently, they are an essential demographic for contemporary marketing strategies. In contrast to previous generations, they anticipate authenticity from brands, actively engage in content creation, and share product recommendations. The social media behaviors of 70 participants aged 18–26 are analyzed in this study using a mixed-methods approach that combines quantitative surveys and qualitative interviews. The study examines the influence of influencer collaborations, user-generated content, and direct brand engagement on social media on consumers' perceptions and purchase intentions. The results indicate that Generation Z's interactions with brands are significantly influenced by their values of transparency, relatability, and personalized experiences. The results of statistical analyses suggest that brand awareness, trust, and loyalty are all positively impacted by social media activities, including frequent brand interactions, positive social media evaluations, and creative content. Additionally, the research indicates that brands that are consistent with the values of Generation Z, including sustainability and diversity, are more likely to establish enduring relationships with this demographic. The research emphasizes the transformative influence of social media on brand equity in the digital era, offering valuable insights for brands that aspire to engage and retain Generation Z consumers through effective social media marketing strategies.