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In this study, a questionnaire survey was conducted by the consumers who purchasing Huawei mobile phones in China under the social media environment as the test subjects. At present, research on self-congruence with brands is still centered offline, so this research aims to broaden the scope of the self- concept exploration to consider the role of self-congruence with brands in the network, besides, to explore that how social media marketing affects the brand loyalty of customers, and whether it will be affected by self-congruence. At the same time, based on the S-O-R theory, a research framework containing six hypotheses was proposed through this study. All hypotheses were supported after data analysis by using SPSS 25, nevertheless, management implications were proposed based on the research conclusions.

Improving Brand Loyalty Through Social Media Marketing: Is It Possible? An empirical study of S-O-R paradigm