Certainly, the rise of digital media changes the role of how consumers and marketers interact in the market nowadays. With social media platforms, consumers enable to associate and share information with their family, friends and interesting communities. They have transformed into active participations which engage in the creation of brand equity from product design to promotional messages (Berthon, Pitt, McCarthy, & Kates, 2007). On the other side, the marketer’s role is also influenced by the change of these consumer behaviours (singh,2005; Walmsley, 2010).