Journal of Human-Social Nexus

Short video platforms such as TikTok, Instagram, and Facebook have rapidly become influential product promotion channels, yet how product social attributes embedded in short video content shape consumer purchase intention in emerging markets remains largely underexplored; this study addresses this gap by investigating Nepali consumers, a digitally active yet understudied demographic in social commerce research, grounded in Social Influence Theory and Trust Transfer Theory, with trust operationalized through integrity, ability, and benevolence serving as a mediating variable. A quantitative research design was employed, collecting data from 350 valid responses among active short video platform users via a structured questionnaire, and analyzed through structural equation modeling (SEM) using SmartPLS, encompassing reliability and validity assessments, correlation analysis, mediation testing, and robustness verification. Product social attributes including influencer endorsements, authentic user-generated content, and community engagement indicators were found to significantly and positively influence both purchase intention and trust; trust mediated this relationship, with benevolence demonstrating the strongest indirect effect, followed by ability and integrity. These findings extend Social Influence Theory and Trust Transfer Theory to an emerging economy's digital marketing landscape, suggesting that marketers should strategically leverage influencer partnerships, authentic user-generated content, and transparent communication to strengthen consumer trust and drive purchase intentions among short video audiences. Full article