The current study aims to explore if information/content, interactive features, and design-visual appeal influence consumers emotional states of pleasure, arousal, and dominance (PDA), leading to brand advocacy as an outcome. Therefore, our goal is to understand which stimuli of experience exercise more effect on the three emotional states (PDA) and which of these three better influence brand advocacy.
Data from 183 users of CGM were analysed through structural equation modelling (SmarthPLS2.0), and the findings show that all the aforementioned stimuli influence online PDA. Findings also suggest that all PDA dimensions influence brand advocacy.
Information/content Interactive features Design-visual appeal Online engagement Brand advocacy
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