KFC (Kentucky fried chicken) is a global fast food restaurant company has been capable to hold its strong presence in the fast food industry. However, the burgeoning independent fast food shops in several major cities of Bangladesh have become the new competitor for KFC Bangladesh. This research is aimed to analyze the impact of marketing of social media networking on brand equity toward the purchase intention of KFC Bangladesh. Moreover, this research attempts to examine the role of brand equity as the mediating variable of social media marketing and customer purchase intention. There are 230 respondents gathered in this research from the simple random sampling. This research used reliability and validity test and classical assumption tests as data-processing method. Then, path analysis with linear regression, and Sobel test to prove the mediation effect were used for the data-analysis. This research's findings indicate that social media marketing has significant impact toward the purchase intention of KFC Bangladesh. In addition, online communities, interaction, and sharing of content were found to have positive impact toward the purchase intention of KFC Bangladesh. Brand equity is also found to be the mediating variable between social media marketing and purchase intention of KFC Bangladesh.