Due to unfavourable electronic word-of-mouth (nWOM), young people' brand consumption is concerningly declining. In recent years, consumers have been significantly cutting back on their use of specific brands and their purchases. A quantitative study examined the impact of negative electronic word-of-mouth (NeWOM) on protest behaviour through social media platforms TikTok and Instagram. Using convenience sampling, 100 respondents participated, and Pearson correlation analysis was employed to assess the relationships. The findings revealed a strong positive correlation between NeWOM and protest behaviour (r = 0.730), highlighting that individuals exposed to negative brand-related content are likely to engage in protest actions such as boycotts, brand avoidance, or online activism. The study also demonstrated the platform-specific influence of NeWOM, with TikTok showing a stronger correlation (r = 0.830) compared to Instagram (r = 0.680). This suggests that TikTok’s dynamic and interactive features, such as short-form videos and algorithm-driven content recommendations, amplify the spread and impact of NeWOM more effectively than Instagram. However, Instagram still significantly contributes to shaping protest behaviour through visually engaging posts and Stories that encourage discourse. Overall, the study underscores the role of social media platforms in amplifying NeWOM, driving collective protest behaviours among young adults. These findings suggest brands should carefully monitor and address negative content on platforms like TikTok and Instagram to mitigate potential reputational damage and consumer backlash.