“…Social media represents an embryonic and fascinating field of research for both practitioners and academics. Even if the emergent literature on the topic has identified various contributions of social media in transforming customers experiences, marketing processes (Bianchi & Andrews, 2015;Chang, Yu, & Lu, 2015;Hall-Phillips, Park, Chung, Anaza, & Rathod, 2015;Michaelidou, Siamagka, & Christodoulides, 2011;Kevin J. Trainor, Andzulis, Rapp, & Agnihotri, 2014), information diffusion (Park, Lim, & Park, 2015;Zhang, 2015), government practices and government-citizen relationship (Klischewski, 2014;Pieri, 2014;Stamati, Papadopoulos, & Anagnostopoulos, 2015), firm performance (Kevin J. Trainor et al, 2014), many research questions are still unanswered, and thus justifying more research on social media.…”