Abstract
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. Keywords: Social Media Marketing, Brand Equity, Fast Food Brands, Brand Awareness, Brand Loyalty, Brand Association, Social Media Networks DOI : 10.7176/NMMC/83-03 Publication date :September 30 th 2019
Highlights
1.1Back ground to the study Developing and managing brand equity is one of the most substantial elements for marketers to more effectively attached with their targeted customer .there are distinctive ways through which marketers have developed brand equity, but in recent times building high brand equity ought to require effective use of social media in marketing activitiesSocial media provides different means of interaction that enable people to participate, create, and share ideas and content on different social networking websites
H. (2015) defines social media marketing as an essential tool to enhance the brand equity in respect of indicative raise in revenue, profit and market value of the business. because of the exceptional importance of digital media, social media has become a fundamental element in business success as it plays an imperative role in building brand awareness, brand image, brand association which will provide a foundation for developing brand equity
The prime focus of the research was to examine the role of social media marketing in engaging and retaining customer in fast food industry and what role social media has played in building brand equity in fast food industry of Pakistan
Summary
Social media provides different means of interaction that enable people to participate, create, and share ideas and content on different social networking websites. Brands should need to attract and interact through social media tactics to avail precious marketing potential bring by these valuable networking forums. (2015) defines social media marketing as an essential tool to enhance the brand equity in respect of indicative raise in revenue, profit and market value of the business. Because of the exceptional importance of digital media, social media has become a fundamental element in business success as it plays an imperative role in building brand awareness, brand image, brand association which will provide a foundation for developing brand equity. Due to its interactive and humanized nature, social media is beneficial for customer engagement but it drive customer for frequent purchase (Neti, 2011)
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