Purpose: The number of smartphone users has increased with the maturity of mobile networks, which has not only led to a new lifestyle but has also facilitated the development of mobile application services. Smartphones are regarded as essential communication devices. Currently, diverse groups...

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...