These days customers are empowered by technology and social media. At the same time, companies are challenged by more customers who factor in honesty, originality and credibility into their purchase decision. Studies have found that these factors are part of brand authenticity. The concept of brand authenticity has gained interest in recent years because it helps build brand trust and establish connections with customers on social media. A 2013 survey by Boston Consulting Group found that brand authenticity was one of the main factors of customer engagement of all demographics. Another survey by Stackla found that 86% of consumers say authenticity is important when deciding which brands to like and support. Therefore, this study seeks to explore the relationship between brand authenticity and customer engagement on social media.