The purpose of this study is to examine the consumer's experience of sense, feel, thinking, action, and relate experience in the shopping process whether the consumer is willing to voluntarily make beneficial behaviors for the enterprise. The study also aimed to assess the mediating effect of subjective well-being, brand identity, and received service fairness in the relationship between experimental marketing and customer citizenship behavior. Convenient sampling techniques were used to select samples. After deleting invalid questionnaires, a total of 109 valid questionnaires were recovered for data analysis. The analysis results after using SmartPLS for the structural model show that experience marketing will have a significant positive effect on customer citizenship behavior. The findings of this study extend the company's understanding of the relationship between consumer shopping experience in online shopping platforms, consumer subject well-being, brand identity, perceived service fairness, and customer citizenship behavior. At the same time, this study also provides discussion and enlightenment for the companies that operate online shopping supermarkets, limitations, and suggestions for future research.

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.

In such a fierce market competition, brand loyalty and the extent to which consumers participate in the corporate value chain cycle are even more important. At present, scholars’ research on customer behavior and brand loyalty are still relatively limited. Therefore, the purpose of this article is to use the subjective well-being and brand identity as the mediators, the perceived service fairness as the roles of moderating to explore the experiential marketing, probing into a relationship between the customer citizenship behavior and the brand loyalty to build a research framework as the basis for subsequent empirical research.

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