Introduction
In January 2018, the number of active social media users reached 3.2 billion worldwide—a 13% year-over-year increase from 2017 (Chaffey, 2018). Social media refers any web-based service that allows users to articulate a network of connections and interact with that network as well as the networks of those connections (Boyd & Ellison, 2010). Various social media applications are interconnected in a complex social media ecosystem including forums like blogs, consumer opinion platforms, microblogging sites, and social networking sites that marketers must learn to navigate (Hanna, Rohm, & Crittenden, 2011; Mangold & Faulds, 2009).
Consumers routinely and incessantly disseminate content...