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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Autores principales:	Shih-Tse Wang, Yao-Chien Tang
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/f9153a71127a4af3b5ed67e139af3527
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spelling	oai:doaj.org-article:f9153a71127a4af3b5ed67e139af35272021-11-11T07:51:49ZHow narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion1932-6203https://doaj.org/article/f9153a71127a4af3b5ed67e139af35272021-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/PMC8570485/?tool=EBIhttps://doaj.org/toc/1932-6203On 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 of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.Shih-Tse WangYao-Chien TangPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 11 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Shih-Tse Wang Yao-Chien Tang How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion
description	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 of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.
format	article
author	Shih-Tse Wang Yao-Chien Tang
author_facet	Shih-Tse Wang Yao-Chien Tang
author_sort	Shih-Tse Wang
title	How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion
title_short	How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion
title_full	How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion
title_fullStr	How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion
title_full_unstemmed	How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion
title_sort	how narrative transportation in movies affects audiences’ positive word-of-mouth: the mediating role of emotion
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/f9153a71127a4af3b5ed67e139af3527
work_keys_str_mv	AT shihtsewang hownarrativetransportationinmoviesaffectsaudiencespositivewordofmouththemediatingroleofemotion AT yaochientang hownarrativetransportationinmoviesaffectsaudiencespositivewordofmouththemediatingroleofemotion
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How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

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