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Journal of Innovation & Knowledge Trust transference and cognitive affective trust dichotomy in TikTok short-form ...
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Trust transference and cognitive affective trust dichotomy in TikTok short-form videos: The moderating role of source homophily
Rajat Subhra Chatterjeea, Mosharrof Hosenb,
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jonycox74@gmail.com

Corresponding authors.
, Irfan Hameedc, Hafiz Mudassir Rehmand,
Corresponding author
h.rehman@ulster.ac.uk

Corresponding authors.
a Graduate Business School, University of Plymouth, Plymouth, UK
b Faculty of Business and Law, Taylor’s University, Subang Jaya, Malaysia
c School of Media and Communication, Faculty of Social Sciences and Leisure Management, Taylor’s University, Subang Jaya, Malaysia
d Ulster University Business School, Ulster University, Londonderry, UK
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ISSN: 2444569X
Original language: English
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