The rapid proliferation and growing popularity of social media, such as online social networking sites (SNS), have been accompanied by rapid changes in consumer behavior (Lin & Lu, 2011). As of July 2012, people spend approximately 6.5 h a day on social media to socialize, share, and communicate with members of their social network (Popkin, 2012). This behavioral change toward dependence on social media has magnified dramatically. A recent study based on 170,000 Internet users in the United States revealed that an average user spends 1.72 h on social networking and another 0.81 h on microblogging each day, which respectively account for 28% and 13% of all online activities (Bennet, 2015). Such a phenomenon is more pronounced for members of “Generation Z,” who live in the digital era (Wallace, 2015). A study on this younger generation, aged between 8 and 18, shows that teens, on average, spend more than 6.5 h on screen media, whereas tweens spend more than 4.5 h (Wallace, 2015). These studies show that social media has become an integral part of the lives of many people, both adults and children (Bennet, 2015; Robb, 2015). Approximately 45% of surveyed teens use social media everyday (Robb, 2015) and some even check for more than 100 times on a daily basis (Hadad, 2015). A report shows that teen girls spend 1 h and 32 min on social media, 40 min more than boys who on average spend 52 min (Robb, 2015). A similar pattern is also observed in Taiwan, a leading economy in Asia. According to a study by the Market Intelligence & Consulting Institute (MIC), 92% of the 2187 respondents of returned surveys from its online panel have used social media recently. Among the various online social media services, Facebook still dominates the local market followed by Googleþ for social networking, while YouTube is on top as the leading online multimedia platform (MIC, 2014) for videos. Although consumers are used to incorporate social media into their daily lives to satisfy their need for networking and affiliation, majority fail to conduct consumption behavior through this new avenue (Yang, 2011). This trend of consumer behavior change coupled with the novel potential of social media to stick users with the platform have been well recognized by marketers, who now embrace it as a tool to enhance customer acquisition and management to increase sales prospects. Moreover, equipped with analytical capability, social media service providers are able to provide highly sophisticated data for advertisers to effectively target customers and tailor their product and service offerings to individual preferences. The social media giant Facebook is reported to have advertising revenue as a massive portion of its sales (DiChristopher, 2015).