Brand community practices gradually gained more attention from marketing researchers and practitioners. At the same time social media evolved to their current highly social forms. The conventional well-established marketing practices are not highly influential anymore and, in many cases, can backfire on the firm. The emergence of social media has dramatically influenced marketing practices. Social media is an ideal environment for building brand communities. The purpose of this study is to examine the effects of interactivity on ad value, attitude, and purchase intention as outcomes and to compare findings in social brand communities and online brand communities. This study contributes to the clarification of the concepts of structure, integration, and interactivity of a social brand community and an online brand community based on the Structuration theory that can facilitate the construction of a theoretical model that suggests possible implications for advertising practitioners.