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‘Ditch the Dull, Embrace the Fun’: Unleashing Trust in Health Clinics Through Livestream Emotional Enhancers

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Duc Hoang

    (Universidade Nova de Lisboa
    National Economics University)

  • Hoang Minh Dao

    (National Economics University)

  • Luis F. Martinez

    (Universidade Nova de Lisboa)

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.

Suggested Citation

  • Duc Hoang & Hoang Minh Dao & Luis F. Martinez, 2024. "‘Ditch the Dull, Embrace the Fun’: Unleashing Trust in Health Clinics Through Livestream Emotional Enhancers," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez & Philipp Brüggemann (ed.), Advances in Digital Marketing and eCommerce, pages 179-185, Springer.
  • Handle: RePEc:spr:prbchp:978-3-031-62135-2_19
    DOI: 10.1007/978-3-031-62135-2_19
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