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 prototype theory, this paper developed research model involving community management authority, professionalism opinion leaders, participation time, awe, and customer engagement at organizational individual levels The study then targeted mobile community, obtaining 409 valid data points using questionnaire survey platform (wjx.cn). were analyzed structural equation model, revealing that authority leaders positively affect members’ affects behaviors. Community time negatively moderates influence on awe; namely, longer weakens such influence. In addition, lowers effect leaders’ their though not significantly. This advances communities while also providing practical insights to managers leaders.