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.

Healthcare business in Thailand has been hugely popular among foreigners and retired persons especially. The research presented here focuses on the question "How to become and remain a healthcare entrepreneur?". The objectives have been formulated in the following way: 1) to study the success factors of the healthcare business in Thailand, and 2) to analyze the key success factors of entrepreneurs in this field. The population of the study is 6,717 people. The sample group has been 315 people, the stratified random sampling has been applied. The key success factors include education, investment plan, place/location, nurses, supporting staff and strategy. Education has got the highest score -0.75. Most entrepreneurs have graduated with a bachelor degree or higher. The second comes strategy with the score of 0.636. As this business is quite famous, the competitors apply various strategies to get more customers, both local and international. Information technology and 4Ps are used for campaigns, for example. The lowest score in terms of business success impact got the investment plan with 0.528.