The electronic brand experience through social media and its influence on the electronic relationship quality and electronic loyalty. Empirical analysis on travel websites
Abstract
The main objective of this article is to verify the relationship of the brand web experience through the organizational websites or the social travel media and to verify its influence on the quality of the electronic relationship and the electronic loyalty of the users. To confirm the hypotheses, quantitative techniques were used in a sample of 769 users. From the proposed model, we can conclude that the brand experience through social travel media is the most important direct predictor of the quality of the relationship and brand loyalty.
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