Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity

Miluska Villar-Guevara (), Elizabeth Emperatriz García-Salirrosas, Ledy Gómez-Bayona, David Villar, Magaly Pari-Apaza and Israel Fernández-Mallma
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Miluska Villar-Guevara: EP de Administración, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Juliaca 21100, Peru
Elizabeth Emperatriz García-Salirrosas: Faculty of Management Science, Universidad Autónoma del Perú, Lima 15842, Peru
Ledy Gómez-Bayona: Instituto Tecnológico Metropolitano, Medellín 050034, Colombia
David Villar: CONCYTEC, Piura 20001, Peru
Magaly Pari-Apaza: EP de Administración, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Juliaca 21100, Peru
Israel Fernández-Mallma: EP de Educación, Facultad de Ciencias Humanas y Educación, Universidad Peruana Unión, Juliaca 21100, Peru

Administrative Sciences, 2025, vol. 15, issue 7, 1-25

Abstract: 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.

Keywords: digitalization; digital consciousness; virtual interactivity; relationship marketing; WOW; customer loyalty; brand love (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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