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How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors’ knowledge, this is the first study to explore the effects of the multidimensionality...

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Detalles Bibliográficos
Autores principales: Wang, Shih-Tse, Tang, Yao-Chien
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8570485/
https://www.ncbi.nlm.nih.gov/pubmed/34739513
http://dx.doi.org/10.1371/journal.pone.0259420