Triggers and Consequences of Awe in Online Brand Community
As a common experience-based emotion, awe can easily arise within consumers who are immersed in an online brand community. On the basis of the awe prototype theory, this paper developed a research model involving community management authority, professionalism of opinion leaders, participation time,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2022-05-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440221097919 |