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The increasing use of social media gave marketers a better space to engage with customers. However, research examining the effectiveness of social media marketing from a brand perspective had been relatively unexplored. Furthermore, few studies on homegrown brands had investigated the impact of consumption intention on consumer-brand relationships. The purpose of this study was to explore a significant difference in purchase intention of self-media platforms on local product sales in Sichuan; to examine the influencing mechanism between the following factors: brand trust and brand sentiment having any impact on purchasing intention of self-media platforms on local product sales in Sichuan; and put forward feasible suggestions on providing better services and supervision to self-media platforms on local product sales in Sichuan. Four hundred and twenty completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in June and July 2022. The results showed that all brand trust and sentiment significantly impacted product sales through product association and trustworthiness. Further suggestions were made for improving local product sales through the self-media platform in Sichuan.