<p>This study aims to examine how brand humor influences consumer brand engagement in digital communication, as well as the moderating role of brand humor congruity and humor style. A quantitative survey was conducted with 494 Gen Z consumers in Vietnam. Data were analyzed using Structural Equation Modeling (SEM) with SPSS 26.0 and AMOS 24.0 to test the proposed hypothesized relationships. The results show that brand humor has a significant positive effect on social presence, which in turn increases perceived enjoyment. Perceived enjoyment subsequently enhances consumer brand engagement. In addition, humor style positively moderates the relationship between brand humor and social presence, indicating that humor is more effective when it is perceived as socially acceptable and non-threatening. However, humor-brand congruity does not significantly moderate this relationship. This study contributes to brand communication literature by integrating the S-O-R framework and UTAUT2 to explain humor effects in digital branding. It also reconceptualizes humor style as a relational cue that filters how brand humor is socially interpreted, rather than as a categorical humor type. The findings suggest that brands should use humor to create human-like interactions and prioritize safe, friendly humor styles to enhance social presence and engagement.</p>