Rajat Subhra Chatterjee; Hosen, Mosharrof; Hameed, Irfan; … - In: Journal of innovation & knowledge : JIK 12 (2026), pp. 1-11
This study explores the under-researched area of cognitive-affective trust transference within the context of short … characteristics, platform trust, and source credibility of SFVs on TikTok affect affective trust and perceived homophily. Additionally …, affective trust mediates the impact of perceived homophily on purchase intention. Furthermore, perceived homophily moderates the …