The Mediating Effect of Virtual Interactivity in Travel-Related Online Social Network Websites
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.
brand attachment, brand evaluation, brand image, branding, structural equation modeling (SEM), virtual interactivity
Barreda, Albert, Fevzi Okumus, Khaldoon “Khal Nusair, and Anil Bilgihan. "The mediating effect of virtual interactivity in travel-related online social network websites." International Journal of Hospitality & Tourism Administration 17, no. 2 (2016): 147-178.
International Journal of Hospitality & Tourism Administration