The rise of social media has changed the traditional way of doing marketing (Brawise & Meehan, 2010). Today brands need to interact with customers and tell them stories they believe in (Gunelius, 2013). The ability for companies to engage and collaborate with customers has grown since the beginning of Web 2.0 and the increased use of social media around the world (Brawise & Meehan, 2010). Through social media costumers are empowered to interact with both brands and other people (Christodoulides, 2009). The one-side communication model used in traditional marketing has become unsuitable for the Web 2.0 (Armelini & Villanueva, 2011; Christodoulides, 2009). Instead of being informed by companies, people want a dialogue between the brand and themselves. With other words people seek for a two-way communication with the ability to share thoughts and opinions (Christodoulides, 2009).