Huang, Travis K.; Wang, Yi-Ting; Lin, Kuan-Yu - In: Journal of Product & Brand Management 31 (2021) 5, pp. 823-838
Purpose: This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan. Design/methodology/approach: The proposed model was empirically evaluated using survey data collected from 332...