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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| Main Authors: | , |
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| Format: | article |
| Language: | EN |
| Published: |
Public Library of Science (PLoS)
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/f9153a71127a4af3b5ed67e139af3527 |
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