Interactivity, Engagement, Value Co-creation and e-WOM in Virtual Educational Environments in Colombia

Theoretical and empirical marketing studies related to virtual education in Latin America and Colombia are scarce. For this reason, this research proposes a hypothesis model integrating variables such as interactivity, customer engagement, value co-creation and Electronic Word of Mouth or e-WOM, in order to identify how to promote effective strategies to improve online learning experience. The model has been tested through a structural equations analysis with a convenience sample of 324 users of virtual educational platforms. The results evidence the model’s adjustments and the positive relationship between the studied dimensions in virtual educational platforms.