2017-03-072017-03-072015Barajas Portas, K. (2015). Interaction and brand experience as a path for brand love: a PLS-SEM marketing application. En 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users (1-7), Sevilla: University of Twente.9789036540568http://hdl.handle.net/11441/55511Interaction 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.application/pdfengAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Social mediabrandingmarketing experienceinfo:eu-repo/semantics/conferenceObjectinfo:eu-repo/semantics/openAccess10.3990/2.327