Social media differ from traditional media. While messages are generally delivered by unidirectional communication on traditional media, social media involve interactive and co-operative communication based on Web 2.0, where information can be easily generated and shared. Social media are regarded as a kind of internet-based communication platform, with the provision of end to end communication on one’s social network where the user can be identified (Kietzmann et al., 2011). Owing to the personalized media platform, using social media also differs from using the Internet to search for or subscribe to online content. Social media users are connected bidirectionally by viewing each other’s pro- files and posts (Vitak et al., 2011).