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 multidimensiona...
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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/f97e0b883be547f39e371407e88399b8 |
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