Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

Abstract

Interaction through online social networking sites is one of the most relevant topics nowadays. In the other hand, brand experience has become a powerful for marketers also creating an important bond. Considering both constructs, we propose to analyze the effect of them as a path of the brand love. We analyze the effect of interaction and brand experience on brand love. We conducted a path analysis using PLS-SEM. This paper explores a new way for marketers to improve the engagement with consumers. These interactions between consumers and their brands make stronger the relationship among them.

Compatibility as a Prerequisite: Research on the Factors Influencing the Continuous Use Intention of In-vehicle Games Based on Diffusion of Innovations Theory

“…Vyas and van der Veer (2005) pointed out that the core of user experience with information systems is the quality of interaction. Barajas Portas (2015) found that the interaction between consumers and brands has a positive impact on brand experience. Costello (2018) also confirmed that high-quality game interaction can enhance the player ’s computer game experience.…”