However, the rules of engagement are new to them and involve the process of thinking differently than the usual marketing thinking they are used to, as it is no longer a monologue from the company to the customer through traditional ways of advertising such as commercial or print. The digital age and the emergence of new media have created a two-way communication tool that has led to a change in the way the organization looks at customers. The concept of customer engagement has become very popular among organizations as a tool for building lasting relationships with their customers. Therefore, consumer engagement has been one of the most widely discussed topics in social media research (Menezes,