Triggers and Consequences of Awe in Online Brand Community
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DOI: 10.1177/21582440221097919
Abstract: 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… read more here.
Keywords: participation time; brand community; community; opinion leaders ... See more keywords