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The marketing space where brand engagement and audience participation is changing the fortunes of companies, big and small, is your social media strategy. Although firms leverage social media platforms such as Facebook to engage with customers, they often treat social media elements and other online marketing activities, rather than part of an integrated online activities system. Hence, it is important to systematically understand how specific elements of social media, signifying and representing behavioural manifestations of brand engagement, relate to other online activities. The objective of that research paper is to notice the changes brought by social media in brands. Moreover, this paper's purpose is to see how social media changed the way brands act toward customers and how customers gained power in their relationships with brands. We study how the following variables have effect on brand engagement on social media - brand love, brand advocacy, brand acceptance, self efficacy and social self. Actually, brand engagement on social media strengthens the relationships between firms and customers.