As understood by marketers all around the world, the word social media refers to the means of interactions among people in virtual communities and networks; and this platform, due to its high popularity and population, provides marketers with the opportunity to enhance existing relationships or create new relationships with consumers all around the globe.
This study adds to the current literature on social media by integrating gender brand personality and self-expressiveness theories in order to explore the effect of the congruency of brand self-similarity and self-concept, and degree of self-expressiveness on consumers’ emotional attachment and behaviors towards those social media sites, such as usage and brand loyalty.
The purpose of this study is to increases the understanding of social media which in turn will help marketers incorporate social media in their marketing strategies, findings indicated that the lack of brand-self similarity influences consumers’ emotional attachment towards the social media site in a negative manner; and that the level of self-expressiveness the social media site offers users’ will positively affect their emotional attachment towards the social media site, thus increasing their usage rate and loyalty; which means that marketers must pay close attention and develop social media sites that allows users’ self-express themselves.

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