Social media have profoundly changed our lives and how we interact with one another and the world around us Recent research indicates that more and more people are using social media applications such as Facebook and Twitters for various reasons such as making new friends, socializing with old friends, receiving information, and entertaining themselves (Kaplan & Haenlein, 2010; Keckley & Hoffman, 2010; Park, Kee, & Valenzuela, 2009; Raacke & Bonds-Raacke, 2008; Shih, 2009). As a result, many large companies are adopting social media to accommodate this growing trend in order to gain business values such as driving customer traffic, increasing customer loyalty and retention, increasing sales and revenues, improving customer satisfaction, creating brand awareness and building reputation