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

Albert Barreda*, Fevzi Okumus, Khaldoon “Khal” Nusair, Anil Bilgihan

*المؤلف المقابل لهذا العمل

نتاج البحث: المساهمة في مجلةمراجعة النظراء

9 اقتباسات (Scopus)

ملخص

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.

اللغة الأصليةEnglish
الصفحات (من إلى)147-178
عدد الصفحات32
دوريةInternational Journal of Hospitality and Tourism Administration
مستوى الصوت17
رقم الإصدار2
المعرِّفات الرقمية للأشياء
حالة النشرPublished - أبريل 2 2016

ASJC Scopus subject areas

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