Introduction

The emergence of communication technologies, which have developed in parallel with the rise of the Internet, have served as platforms facilitating interaction with and among consumers, allowing the formation of brand communities in social networks (Zaglia, 2013). The advent of social networking sites has not only introduced radically new means and ways of interaction between individuals but also altered the digital marketing landscape (Hudson, Huang, Roth, & Madden, 2016). Consumers increasingly use social media (SM) platforms to interact with the firms they love and purchase from, as well as with other consumers who may have insights about these firms (Kabadayi & Price, 2014). Concurrently, due to the popularity and the interactive nature of SM, companies are increasingly building their own brand communities or brand pages (De Vries, Gensler, & Leeflang, 2012; Jahn & Kunz, 2012; Martins & Patricio, 2013) on popular social networking sites such as Facebook and Twitter to spread messages about their brand, drive engagement and awareness, and create and enhance relationships with customers (Kabadayi & Price, 2014; Kang, Tang, & Fiore, 2014; Rohm, Kaltcheva, & Milne, 2013; Valos, Habibi, Casidy, Driesener, & Maplestone, 2016).