@inbook{205936c3e48a4204b9276d8c0b2ad0f3,
title = "{\textquoteleft}Ditch the dull, embrace the fun{\textquoteright}: Unleashing trust in health clinics through livestream emotional enhancers",
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.",
author = "Duc Hoang and Dao, {Hoang Minh} and Martinez, {Luis F.}",
note = "This work was funded by Funda{\c c}{\~a}o para a Ci{\^e}ncia e a Tecnologia (UIDB/00124/2020, UIDP/00124/2020 and Social Sciences DataLab - PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016).",
year = "2024",
doi = "10.1007/978-3-031-62135-2_19",
language = "English",
isbn = "978-3-031-62134-5",
series = "Springer Proceedings in Business and Economics",
publisher = "Springer",
pages = "179–185",
editor = "Mart{\'i}nez-L{\'o}pez, {F. J.} and Martinez, {L. F.} and P. Br{\"u}ggemann",
booktitle = "Advances in digital marketing and ecommerce",
address = "Netherlands",
}