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The growing number of fast food brands has amplified the intense competition in fast food industry. The striking change in customer life style for fast food consumption creates significant growth opportunities for fast food businesses but on the other hand the stiff competition brings fast food chains and franchises daunting challenge of customer loyalty and retention. To cope with these challenges, Social media has become a substantial marketing tool for customer engagement and business growth. Which social media marketing considered as a significant and cost effective element to achieve high brand awareness, loyalty and resonance through continuous exposure. This study adopted a quantitative approach; data was collected with the help of properly designed likert scale questionnaire from 200 respondents .Different literatures were reviewed and significantly evaluate besides determining gathered data with the help of several statistical tools such as regression analysis, Anova analysis descriptive analysis Pearson correlation, and reliability test to deeply measure research results and outcomes that support in clear conclusion to back the preset research objectives. The results indicates a positive as well as significant relationship between social media marketing and brand equity. Research findings also point up social media marketing as a vital element in building and managing brand equity in fast food industry of Pakistan. Social media marketing helps fast food brands to build an endearing relationship with the customer and also enhances positive perception towards company or brand.

The Role of Social Media Marketing on Building Brand Equity (An Insight of Fast Food Industry of Pakistan)