Awakening refers to the excitement, excitement, or curiosity generated by browsing a brand page (Gupta and Kim, 2007). Kim and Johnson (2016) found that awakening is positively related to brand engagement in social media. High levels of motivation may also encourage continuous participatory behavior, as customers like to seek happiness from absorbed interactions (Lee and Chen, 2010). Awakening can be defined as the activation of emotional experiences - a feeling of mental or physical activation - usually associated with an autonomous, physical, or cortex state (Barrett et al., 2007). In addition, awakening can be measured by the degree of physical and psychological excitement.
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