Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity
Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to obtain in...
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2025
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| _version_ | 1881508845333774336 |
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| author | Villar Guevara, Miluska Maria del Carmen García-Salirrosas, Elizabeth Emperatriz Gómez-Bayona, Ledy Villar, David Pari-Apaza, Magaly Fernandez Mallma, Israel Joselito |
| author_browse | Fernandez Mallma, Israel Joselito García-Salirrosas, Elizabeth Emperatriz Gómez-Bayona, Ledy Pari-Apaza, Magaly Villar Guevara, Miluska Maria del Carmen Villar, David |
| author_facet | Villar Guevara, Miluska Maria del Carmen García-Salirrosas, Elizabeth Emperatriz Gómez-Bayona, Ledy Villar, David Pari-Apaza, Magaly Fernandez Mallma, Israel Joselito |
| author_sort | Villar Guevara, Miluska Maria del Carmen |
| collection | Producción científica |
| description | Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to obtain instant feedback and adapt their strategies quickly and effectively. This not only improves but also contributes to strengthening brand love and fostering long-term loyalty. In this context, this research aimed to analyze the effect of virtual interactivity on customer loyalty and WOM through multiple sequential mediation paths, considering the elements of relationship marketing and examining the cognitive (trust–commitment), communicational (communication–conflict management), and experiential (brand love–WOM) mechanisms that operate in digital consumer–brand interactions. A cross-sectional and explanatory study was conducted, considering 417 frequent customers of brands who also follow brands on social media. Participants included women (60.7%) and men (39.3%), ranging in age from 19 to 52 years (M = 30.9 and SD = 6.0). Data were collected using a self-report form on virtual interactivity, relationship marketing, WOW, customer loyalty, and brand love, yielding an appropriate measurement model (α = between 0.791 and 0.908; CR = between 0.791 and 0.916; AVE = between 0.679 and 0.845) which was statistically analyzed using PLS-SEM. The hypotheses confirmed the proposed model, observing the effect of virtual interactivity on important brand factors. This research provides valid results linked to the digital world in banking contexts. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1218 |
| institution | UPeU |
| language | English |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/12182026-10-30T16:15:23ZChanges in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual InteractivityVillar Guevara, Miluska Maria del CarmenGarcía-Salirrosas, Elizabeth EmperatrizGómez-Bayona, LedyVillar, DavidPari-Apaza, MagalyFernandez Mallma, Israel Joselitodigitalizationdigital consciousnessvirtual interactivityrelationship marketingWOWcustomer loyaltyVirtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to obtain instant feedback and adapt their strategies quickly and effectively. This not only improves but also contributes to strengthening brand love and fostering long-term loyalty. In this context, this research aimed to analyze the effect of virtual interactivity on customer loyalty and WOM through multiple sequential mediation paths, considering the elements of relationship marketing and examining the cognitive (trust–commitment), communicational (communication–conflict management), and experiential (brand love–WOM) mechanisms that operate in digital consumer–brand interactions. A cross-sectional and explanatory study was conducted, considering 417 frequent customers of brands who also follow brands on social media. Participants included women (60.7%) and men (39.3%), ranging in age from 19 to 52 years (M = 30.9 and SD = 6.0). Data were collected using a self-report form on virtual interactivity, relationship marketing, WOW, customer loyalty, and brand love, yielding an appropriate measurement model (α = between 0.791 and 0.908; CR = between 0.791 and 0.916; AVE = between 0.679 and 0.845) which was statistically analyzed using PLS-SEM. The hypotheses confirmed the proposed model, observing the effect of virtual interactivity on important brand factors. This research provides valid results linked to the digital world in banking contexts.Articlehttps://www.mdpi.com/2076-3387/15/7/276/pdf?version=1752484788https://doi.org/10.3390/admsci1507027610.3390/admsci15070276https://hdl.handle.net/20.500.15037/1218W4412389274enAdministrative Sciences2076-33872025-07-142026-06-13T09:50:24Z2026-06-13T09:50:24Z |
| spellingShingle | digitalization digital consciousness virtual interactivity relationship marketing WOW customer loyalty Villar Guevara, Miluska Maria del Carmen García-Salirrosas, Elizabeth Emperatriz Gómez-Bayona, Ledy Villar, David Pari-Apaza, Magaly Fernandez Mallma, Israel Joselito Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity |
| title | Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity |
| title_full | Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity |
| title_fullStr | Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity |
| title_full_unstemmed | Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity |
| title_short | Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity |
| title_sort | changes in the digital world an explanatory analysis of the key factors linked to virtual interactivity |
| topic | digitalization digital consciousness virtual interactivity relationship marketing WOW customer loyalty |
| topic_facet | digitalization digital consciousness virtual interactivity relationship marketing WOW customer loyalty |
| url | https://www.mdpi.com/2076-3387/15/7/276/pdf?version=1752484788 https://doi.org/10.3390/admsci15070276 https://hdl.handle.net/20.500.15037/1218 |
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