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 b rand awareness, loyalty and resonance through contin uous exposure. This study adopted a quantitative approach; data was collected with the help of properly designed lik ert 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.

This research work was designed to investigate the changing dynamics of the retail landscape driven by omnichannel retailing, and to determine the effects on the omnichannel customer’s experience. The role of omnichannel customer behavior in the relation between omnichannel retailing and customer experience was assessed through a survey of 265 omnichannel customers of different fashion retail brands in Pakistan. The results of partial least squares structural equation modeling (PLS-SEM) showed a strong mediating effect of omnichannel customer behavior in channeling the drivers of omnichannel retailing towards an enhanced customer experience. Omnichannel retailing helps to enhance the customer experience via determinants of omnichannel integration, order fulfilment, usability and seamlessness. The research findings underpin the positive significant effect of all factors of omnichannel retailing on the customer experience. Among the four omnichannel retailing constructs, seamlessness emerged as a major direct and indirect contributor, followed by omnichannel integration and usability dimensions. Notwithstanding the small sample size, this research contributes to the omnichannel retailing landscape of Pakistan’s fashion retail industry by suggesting a functional approach for creating a fully integrated shopping experience and omnichannel strategies for fashion brands. Furthermore, it will also provide brands an opportunity to strengthen their customers’ experience throughout the buying channel.

This study examined the impact of pester power on parent’s buying decisions, considering the peer influence, store environment, product packaging, and advertisement as stimuli of pester power. Data were collected by distributing a survey questionnaire in supermarkets and shopping malls in Pakistan from 200 parents and were analyzed by using PLS-SEM. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. The findings of this study contribute to the existing literature on the impacts of pester power on the parents buying decisions through peer influence, product packaging, and advertisement. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. The findings of this study may benefit marketers to increase their market share by developing their strategies and marketing campaign; and store managers to plan product placement in their stores in such a way that cultivates quest in children for products, considering them as influencers on parents buying decisions, in line with the study findings.

Mobile food order applications have become a phenomenal disruption in the food delivery industry. Customers demand better and more consistent experiences when making most purchases, including in food choices. Food delivery platforms have also been seen as the most convenient feature for customers during the global COVID-19 pandemic. Although food delivery applications have been widely used, there is only a scarce literature that focuses on the factors that optimize user experience and repurchase intention. The current study attempted to explore customer repurchase intention, driven through cognitive and affective experience, towards food delivery applications. In the current study, we conceptualized and empirically confirmed an integrated model of antecedents for cognitive and affective experience and its influence on application satisfaction and repurchase intention. The model also incorporated situational factors (distance to restaurant and availability of time to visit restaurant) as a moderating variable. To test the proposed model, data were collected from 350 regular users of different food delivery applications. Subsequently, the data were analyzed using partial least square-structural equation modeling where the findings substantially supported the significance of cognitive and affective experience on application satisfaction and repurchase intention towards food delivery applications. In addition, the results of multigroup analysis (MGA) also confirmed the positive impact of situational factors as a moderator between application satisfactions and repurchase intention. The findings of the study provide important insights into how food delivery applications can accelerate cognitive and affective experience and use application satisfaction to encourage repeat buying intention. The results also offer guidance in designing and implementing effective approaches and strategies for food delivery retailers.