Purpose – The purpose of this paper is to examine how types of virtual brand community (VBC) benefits influence VBC loyalty through specific types of interaction. Design/methodology/approach – The study targeted 250 brand community users to conduct an empirical analysis using SPSS 19.0....

Purpose – The purpose of this paper is to examine whether and how usability and sociability differ in the way they influence users’ experiences using social TV (STV). Design/methodology/approach – The research model is theoretically proposed and empirically tested through a survey of STV...