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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...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Public Library of Science
2021
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| 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 |