Hasnain Raza2025-09-132025-09-132024https://escholar.umt.edu.pk/handle/123456789/6308Social media marketing (SMM) is gaining attention by the marketers and their organizations. Due to digital advancement, every individual is available on the internet 24/7. This study aims to identify the impact of SMM in enhancing brand loyalty (BL). Besides, the mediating effect of purchase intention (PI) is identified on the above relationship.enThesis