Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator

Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator

Abstract Short videos on social media platforms have boomed with the rapid growth of the video consumption industry and have become an important marketing tool for businesses. With the rise of platforms such as TikTok or Douyin, short videos have profoundly impacted consumer behavior, making it cruc...

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Bibliographic Details
Main Authors: Chengdan Luo, Nurul Ain Mohd Hasan, Abdul Mua’ti Zamri bin Ahmad, Guosheng Lei
Format: Article
Language:English
Published: Nature Portfolio 2025-05-01
Series:Scientific Reports
Subjects:
Social media
Short video content
Purchase intention
Consumer trust
Online Access:https://doi.org/10.1038/s41598-025-94994-z
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https://doi.org/10.1038/s41598-025-94994-z

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