The Mediating Effect of Virtual Interactivity in Travel-Related Online Social Network Websites

Abstract

This study develops and empirically tests a virtual interactivity (VI) framework in the context of travel-related online social network (OSN) websites. Data was collected from 236 respondents. The findings reveal that system quality, psychological benefits, brand awareness, and reward activities positively affect VI in OSN websites. In return, VI positively influences brand image, brand attachment, and brand evaluation. The results also indicate that brand image was positively related to both brand attachment and brand evaluation. This is one of the few studies in this area of research and results provide theoretical and practical implications in relation to building brand image, brand evaluation, and brand attachment for travel-related OSN websites.

Document Type

Article

DOI

https://doi.org/10.1080/15256480.2015.1130669

Keywords

brand attachment, brand evaluation, brand image, branding, structural equation modeling (SEM), virtual interactivity

Publication Date

2016

Journal Title

International Journal of Hospitality & Tourism Administration

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