“…At the same time, they can use them to engage in two-way conversations with their followers, who may be consumers and prospects. Therefore, social media subscribers are expected to dedicate their time to look after their account, to disseminate promotional content and to respond to online users in a timely manner ( [4], [5], [6]). The utilization of SNSs has radically influenced the style of online communications and has altered the relationships among marketplace stakeholders, between the businesses and their consumers as well as among customers and prospects.…”