This study aims to determine the emotional experience felt by consumers and examine the effect of social media marketing, service quality, and e-WOM on purchase intention. A sample of 294 respondents mostly live in West Java and Jakarta. The research findings show that social media users are attached to products or services on social media platforms when those products or services match their actual or ideal self-concept which in turn will result in the practice of emotional experiences. So the findings of this study strengthen and support the theory of Self-congruence in a digital context which shows that actual on social media platforms with products and services and ideal self-concept is directly proportional to consumer behavioral intentions. Thus, the resonance of the activity social media marketing is able to determine how much influence the emotional experience of consumers will have. So that, it ultimately directs consumers to have purchase attention and carry out purchasing activities. This article contributes to the discussion of methods to investigate the social media marketing on purchase intention that produce self-congruity by using Self-congruence theory perspective.