The Covid-19 pandemic is unlike any other crisis that the world has experienced before. This uncertainty has forced businesses to maintain and build relationships with consumers who have changed their priorities and preferences in life. Consumers feel fear and anxiety. Previous research suggests that the feelings of fear and anxiety can trigger a desire of affiliation, increasing consumers’ emotional attachment to a brand when the brand share the same emotional experiences. To effectively build and maintain relationships with customers during this unprecedented time, taking on a human-centric approach by humanizing brands could help in gaining consumer trust and further strengthen brand authenticity. Therefore, the objective of this study is to explore whether an increase of brand-consumer interaction on social networking sites (SNSs) during the pandemic could influence consumers’ perception on brand humanization and its effects on the relationship between brand humanization, personality and authenticity for empirical testing.