When considering interaction between companies and customers online, _ is the attention that social media attracts while is the interactions between the brand and the audience, such as retweets or comments.

Awareness is referred to as the capture of attention that something provokes on individuals because of the type of stimuli the object provokes or because individuals relate it to personal experiences. Instead, engagement captures people's interest at the point of making them search for more information about the stimuli portrayed or follow it to the point of having a better knowledge of what the object is about.

Thus, social media attracts awareness but engagement is only generated if the individuals are interested enough in what is being displayed.

When considering interaction between companies and customers online, _______ is the attention that social media attracts while ______ is the interactions between the brand and the audience, such as retweets or comments.

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When considering interaction between companies and customers online, _ is the attention that social media attracts while is the interactions between the brand and the audience, such as retweets or comments.