When you browse the internet, are you focused on the content or how you can interact with it? Dr. Albert Barreda, assistant professor of hospitality leadership at Missouri State University, recently published an article titled “Online Branding: Development of Hotel Branding Through Interactivity Theory.” The article, published in Tourism Management, focused on using website interactivity as an online branding tool.

“The study explored the relationships among website interactivity, the dimensions of brand knowledge and brand value in the context of hotel booking websites,” said Barreda. “Results showed that the dimensions of website interactivity, namely two-way communication and user control, positively impact the dimensions of brand knowledge, which in turn impact brand value.”

Marketing on a global scale

Barreda attended the 2016 Global Marketing Conference July 21-24 in Hong Kong. The conference, which provided a workshop on comparative analysis, also included 30-minute, one-on-one networking sessions for attendees.

“The opportunity to actively participate in networking opportunities with senior scholars and chief editors from the most reputable journals in marketing and advertising in academia was a great experience,” said Barreda. “Additionally, participation in numerous presentations helped me observe the current trends in marketing and advertising not only in hospitality but also in other sectors of the business arena.”

For more information, contact Barreda at 417-836-4223.