With the evolution of Web 2.0 and advances in information technology marketers are facing new possibilities to promote their brands in an online context. Web 2.0 is characterized by active user participation, the willingness to disclose personal information, as well as the open dialog of users in online communities. This also implies that customers and brands increasingly communicate in an online environment. Over the last decade brand-hosted communities developed into a main area of online interaction that strengthens customer-brand relationships. So-called Facebook brand pages are one of the most prominent examples of such brand-hosted communities in Social Media...