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Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan)
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When Credibility Meets Narrative: Dual Mechanisms Driving Consumer Brand Engagement
Objective: Utilizing Source Credibility Theory and Narrative Persuasion Theory, this study develops a framework that positions influencer credibility and storytelling as dual antecedents of positive emotion and consumer trust toward consumer brand engagement. Homophily is introduced as a boundary co
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