Abstract
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.
Highlights
In 2019, global box office revenues for movies grossed US$42.2 billion, up 10% from 5 years ago [1])
The results demonstrate that movie audiences empathize with movie characters and that immersion and belief revision are involved in the movie watching experience, which triggers arousal
The mediation analysis revealed that pleasure and arousal mediate the association between narrative transportation and positive word-of-mouth (PWOM)
Summary
In 2019, global box office revenues for movies grossed US$42.2 billion, up 10% from 5 years ago [1]). Numerous studies have explored contributing factors to movie box office revenue, including star power [9,10,11,12,13,14], sequels [13, 14], awards [11, 15, 16], genre [17], type of movie release [18], novel adaptations [19], and criticism [12, 13, 15, 16]. Word of mouth (WOM) is frequently considered the most critical determinant of movie success [20, 21]. Researchers have suggested that positive word-of-mouth (PWOM) among
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
