Abstract :
In this digital era, social media marketing activities have a dominant role in reshaping the product by improving brand outcome through Parasocial interactions. Parasocial interaction is a psychological relationship between customers with social media influencers on digital platforms including Facebook, YouTube, Twitter, Tik- Tok and Instagram. This study has analyzed the effectiveness of social media marketing activities with the mediating role of Parasocial interactions. The study is based on quantitative data analysis of fast-food and beverage industry including KFC, McDonald, Coke and Pepsi within Pakistan. The data was collected by a survey method from 467 respondents, predominantly comprising Gen Z and restaurant customers. The Structural Equation Modeling technique was applied using PLS4 as a software for data analysis. The study found a significant and positive impact on social media marketing activities on brand outcomes. The findings show a direct positive effect of SMMAs on Parasocial interaction. These key marketing outcomes are highly significant and positive. The role of mediator of Parasocial interaction was found to be positive and have significant effect, which shows that there is a strong relationship between social media marketing activities and brand outcome. The study highlights the effective utilization of social media marketing activities to boost sales of the industry through Parasocial interactions of customers.