Abstract
The study will explore the relationship between brand engagement and self-esteem among adolescents on Facebook identifying the significance in understanding the impact of online social interactions on psychological well-being. The paper measures Brand engagement with the lens of a social comparison theory and perceived popularity of brands. The study will adopt a mixed method approach in which quantitative data will be collected through surveys from 100 adolescents and additionally qualitative data will include an in-depth interview from twenty-five participants will be collected.