This research analyses the relationship between social media marketing activities, brand equity, and brand loyalty in the Pakistan context. The primary purpose of this study is to find out the impact of social media marketing activities on brand loyalty through brand equity as a mediating factor. A quantitative research approach is used for data collection from the Pakistan University. This study focuses on measuring the perception of social media marketing activities and their later impact on both brand equity and brand loyalty. The initial result indicates the significant correlation between social media campaigns and brand equity, so highlights the mediation role or suction of brand equity in influencing brand loyalty. The complex factors influencing customer loyalty in the Pakistani market are explained by quantitative study. By presenting actual or real-life data on social media marketing, brand equity and brand loyalty in the Pakistani market and adding contributions to the existing knowledge. This study depends on a quantitative approach, that is based on awareness and perception of customer attitude and behavior that may guide us the strategic marketing decisions from the perspective of social media marketing. These findings are valuable for businesses to benefit from digital marketing strategies that are greatly needed in Pakistan.

Keywords: Social media marketing activities, brand equity, brand loyalty, brand image and brand awareness.