‘Ditch the dull, embrace the fun’: Unleashing trust in health clinics through livestream emotional enhancers

Duc Hoang, Hoang Minh Dao, Luis F. Martinez

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Clinical livestreaming presents a novel approach in healthcare communication, utilizing real-time video broadcasting to engage patients and deliver medical information. In this study, we propose three factors – content relevance, broadcaster characteristics, and viewer participation opportunities – as key drivers of trust in the clinical livestreaming context. Furthermore, emotional enhancers were identified as moderators in these relationships, amplifying the impact of trust-building factors. This study underscores the importance of further research and exploration of clinical livestreaming initiatives to maximize its potential in the context of healthcare communication.
Original languageEnglish
Title of host publicationAdvances in digital marketing and ecommerce
Subtitle of host publicationFifth International Conference
EditorsF. J. Martínez-López, L. F. Martinez, P. Brüggemann
PublisherSpringer
Pages179–185
ISBN (Electronic)978-3-031-62135-2
ISBN (Print)978-3-031-62134-5
DOIs
Publication statusPublished - 2024

Publication series

NameSpringer Proceedings in Business and Economics

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