Introduction
To manage customer relationships in multichannel communication contexts, companies attempt to create the right type and number of touch points to ensure that customers enjoy a positive customer experience along their customer journey (Lemon & Verhoef, 2016; Parise, Guinan, & Kafka, 2016). For many companies, Facebook brand pages represent an important touch for initiating and maintaining relationships with consumers (Cvijikj & Michahelles, 2013; Gamboa & Goncalves, 2014; Gummerus, Liljander, Weman, & Pihlström, 2012). These brand pages allow users to share content not only with friends but also with people who have the same focus as brand fans. Hence, information...