Abstract
Although communication strategies are a widely studied component of electronic commerce, much of the literature on the integration of imaginary in websites has remained loosely connected and key questions remain unanswered. The aim of this paper is to determine the influence of the integration of imaginary in the web site on the effectiveness of Internet Communication. To achieve this goal, experimentation was carried out on 320 visitors. The key insight from our study is that the integration of imaginary in websites has a significant impact on loyalty.