RESUMENEl objetivo principal de este artículo es verificar la relación de la experiencia web de marca a través de los sitios web organizacionales o de los medios sociales de viajes y constatar su influencia en la calidad de la relación electrónica y en la fidelización electrónica de los usuarios. Para confirmar las hipótesis, se utilizan técnicas cuantitativas de una muestra de 769 usuarios. Del modelo propuesto, podemos concluir que la experiencia de marca a través de los medios sociales de viajes es el predictor directo más importante de la calidad de la relación y de la fidelización de marca.Palabras clave: Experiencia de marca; calidad de la relación; fidelización, medios sociales; sitios web de viajes. The electronic brand experience through social media and its influence on the electronic relationship quality and electronic loyalty. Empirical analysis on travel websites ABSTRACTThe 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.

Prior research reveal that spatial navigation skills rely mostly in visual sensory abilities, but the study of how spatial processing operates in the absence of visual information is still incomplete. Therefore, a spatial navigation task in virtual reality using auditory cues was developed to study navigational strategies in sighted individuals. Twenty healthy adult participants were recruited. The task consisted of a VR scene, in which participants were asked to localize the sound source and move to the target without visual information (i.e. blindfolded). Task difficulty was manipulated by route length.The participants were first exposed in a study phase with the objective to move to the sound source and then return to the starting point. In a test phase, the participants performed the same task without the sound source but with auditory cues from obstacles to test spatial learning. This manipulation allowed to assess navigational strategies as local navigation in the first and wayfinding in the second phase. Performance was assessed from behavioral measures of execution time, obstacle collisions, and prompts during the task execution. These variables were correlated with established neuropsychological instruments for global cognition and memory abilities. The results revealed a relationship between executive functioning and task performance. Global performance was better in wayfinding involving spatial learning, while increases in task difficulty affected performance through execution time only for local navigation. These data reveal the importance of auditory information from spatial sound cues for spatial learning and navigation in a known environment.

No abstract