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 shared by users on brand pages is directed not only at users' interpersonal network but also at the network around the brands. The ethics of how Facebook uses personal data have come under the spotlight since the Cambridge Analytica revelations. The arrival of General Data Protection Regulation (GDPR) in Europe has also pushed Facebook to communicate openly about how they are complying with the European law.1 This reinforces the necessity for brands to communicate more clearly with consumers about their data collection and usage.