LAUSR

Abstract This study investigates a multiple mediation model, in which the effects of social interaction among members of virtual travel communities operated by online travel agency brands on brand attachment are mediated by five dimensions of social well-being. Data were collected from 375 customers of virtual travel communities who had interacted with other customers in those communities online. Findings suggest that (1) the positive effects of online customer-to-customer social interaction (CCSI) on brand attachment are mediated by five social well-being dimensions, (2) CCSI is positively related to five social well-being dimensions and brand attachment, and (3) five social well-being dimensions have significant influences on brand attachment. This study provides empirical evidence of how online CCSI in virtual travel communities can improve customers’ social well-being and brand attachment.