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This research paper aims to investigate the critical factors influencing the live commerce industry and their implications for Key Opinion Leaders (KOLs) and brands.

The study comprehensively reviews previous research, develops relevant hypotheses and utilizes personal information from 66 anchors, along with data from 23,000 product links obtained from the backends of live commerce platforms.

The study emphasizes that KOLs with higher traffic significantly influence Gross Merchandise Volume (GMV). Intriguingly, KOLs with lower traffic levels exhibit a more pronounced effect on Return on Investment (ROI), highlighting their significance in driving profitability. Furthermore, the study explores the correlation between KOL hashtags and GMV/ROI and the intricate relationship between product types and KOL hashtags.

The findings significantly enhance the understanding of live shopping behavior and provide valuable insights for business management strategies. Practitioners can leverage this empirical evidence to make informed decisions, utilizing extensive data samples of KOLs and brands.

This research contributes unique insights into the live-streaming commerce industry using backend data from Live Streaming E-commerce platforms. The findings are more accurate based on market data than previous studies that relied on platform reviews or questionnaires. Additionally, this paper investigates the impact of KOLs on the performance of live e-commerce from three perspectives: GMV, ROI and hot-selling products.

Automatic dependent surveillance-broadcast (ADS-B) is the foundational technology of the next generation air transportation system defined by Federal Aviation Authority and is one of the most precise ways for tracking aircraft position. ADS-B is intended to provide greater situational awareness to the pilots by displaying the traffic information like aircraft ID, altitude, speed and other critical parameters on the Cockpit Display of Traffic Information displays in the cockpit. Unfortunately, due to the initial proposed nature of ADS-B protocol, it is neither encrypted nor has any other innate security mechanisms, which makes it an easy target for malicious attacks. The system is vulnerable to various active and passive attacks like message ingestion, message deletion, eavesdropping, jamming, etc., which has become an area of concern for the aviation industry. The purpose of this study is to propose a method based on modified advanced encryption standard (AES) algorithm to secure the ADS=B messages and increase the integrity of ADS-B data transmissions.

Though there are various cryptographic and non-cryptographic methods proposed to secure ADS-B data transmissions, it is evident that most of these systems have limitations in terms of cost, implementation or feasibility. The new proposed method implements AES encryption techniques on the ADS-B data on the sender side and correlated decryption mechanism at the receiver end. The system is designed based on the flight schedule data available from any flight planning systems and implementing the AES algorithm on the ADS-B data from each aircraft in the flight schedule.

The suitable hardware was developed using Raspberry pi, ESP32 and Ra-02. Several runs were done to verify the original message, transmitted data and received data. During transmission, encryption algorithm was being developed, which has got very high secured transmission, and during the reception, the data was secured. Field test was conducted to validate the transmission and quality. Several trials were done to validate the transmission process. The authors have successfully shown that the ADS-B data can be encrypted using AES algorithm. The authors are successful in transmitting and receiving the ADS-B data packet using the discussed hardware and software methodology. One major advantage of using the proposed solution is that the information received is encrypted, and the receiver ADS-B system can decrypt the messages on the receiving end. This clearly proves that when the data is received by an unknown receiver, the messages cannot be decrypted, as the receiver is not capable of decrypting the AES-authenticated messages transmitted by the authenticated source. Also, AES encryption is highly unlikely to be decrypted if the encryption key and the associated decryption key are not known.

Implementation of the developed solution in actual onboard avionics systems is not within the scope of this research. Hence, assessing in the real-time distances is not covered.

The authors propose to extend this as a software solution to the onboard avionics systems by considering the required architectural changes. This solution can also bring in positive results for unmanned air vehicles in addition to the commercial aircrafts. Enhancement of security to the key operational and navigation data elements is going to be invaluable for future air traffic management and saving lives of people.

The proposed solution has been practically implemented by developing the hardware and software as part of this research. This has been clearly brought out in the paper. The implementation has been tested using the actual ADS-B data/messages received from using the ADS-B receiver. The solution works perfectly, and this brings immense value to the aircraft-to-aircraft and aircraft-to-ground communications, specifically while using ADS-B data for communicating the position information. With the proposed architecture and minor software updates to the onboard avionics, this solution can enhance safety of flights.

The advent of online live streaming platforms (OLSPs) and online health communities (OHCs) has expedited the integration of traditional medical services with Internet new media technology. Since the practice of physicians conducting live streaming is a relatively new phenomenon, the potential cross-platform effects of such physicians’ live streaming have not received adequate attention.

This study collected data from 616 physicians specializing in cardiology, obstetrics and gynecology and neurology between April and November 2022 on Live.Baidu.com and WeDoctor.com. It constructed a panel data set comprising a total of 4,928 observations over an 8-month period and validated the model using empirical analysis with the fixed-effects method.

We find evidence of cross-platform influence in online healthcare. Physicians’ live streaming behavior (whether live or not and the heat of their streams) on OLSPs positively impacts both their consultation and reputation on OHCs. Additionally, physicians’ ability positively moderates the relationships between live streaming heat and their performance (in terms of consultation volume and reputation) on OHCs. However, ability does not moderate the relationship between physicians’ live streaming status (live or not) and their performance (in terms of consultation and reputation) on OHCs. Furthermore, the attractive appearance of the physicians also significantly moderates the impact in a positive way.

This is one of the pioneering studies on physicians’ live streaming. The study offers vital guidance for physicians and patients utilizing dual platforms and holds significant reference value for platform operators (such as OLSPs and OHCs) aiming to optimize platform operations and for the government in policy formulation and industry regulation.

The potential of vehicle ad hoc networks (VANETs) to improve driver and passenger safety and security has made them a hot topic in the field of intelligent transportation systems (ITSs). VANETs have different characteristics and system architectures from mobile ad hoc networks (MANETs), with a primary focus on vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication. But protecting VANETs from malicious assaults is crucial because they can undermine network security and safety.

The black hole attack is a well-known danger to VANETs. It occurs when a hostile node introduces phony routing tables into the network, potentially damaging it and interfering with communication. A safe ad hoc on-demand distance vector (AODV) routing protocol has been created in response to this issue. By adding cryptographic features for source and target node verification to the route request (RREQ) and route reply (RREP) packets, this protocol improves upon the original AODV routing system.

Through the use of cryptographic-based encryption and decryption techniques, the suggested method fortifies the VANET connection. In addition, other network metrics are taken into account to assess the effectiveness of the secure AODV routing protocol under black hole attacks, including packet loss, end-to-end latency, packet delivery ratio (PDR) and routing request overhead. Results from simulations using an NS-2.33 simulator show how well the suggested fix works to enhance system performance and lessen the effects of black hole assaults on VANETs.

All things considered, the safe AODV routing protocol provides a strong method for improving security and dependability in VANET systems, protecting against malevolent attacks and guaranteeing smooth communication between cars and infrastructure.

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and articles by experts published in the public domain.

This case discusses the dilemma faced by Amazon Prime Video in India regarding content. Amazon Prime Video attained success and rapid growth in India ever since its entry into the Indian over the top (OTT) market in 2016. However, the pursuit of attractive and bold content landed Amazon Prime Video in a legal tangle in India. Amazon Prime Video was accused of hurting the religious and political sentiments of Indians by broadcasting bold shows like Tandaav, Family Man, Mirzapur, Family Man 2, etc. Litigations against Amazon Prime Video were filed in the Indian courts by members of religious and political organizations. Protests and online campaigns on Twitter caught the attention of internet influencers in India. The key dilemma faced by the protagonist in this case is whether to continue streaming attractive content that may be controversial and may occasionally hurt the religious/political sentiments of some Indians or stream only safe content that may be deemed as boring by its young target audience.

Undergraduate and postgraduate students studying marketing management and international business courses in business management and commerce streams can use this case.

This study aims to examine the value orientations of New Zealand agribusiness investors and how these orientations influence their reactions to the environmental and social implications of agribusinesses.

In the context of the New Zealand agricultural sector, the views of investors as published in print and broadcast media between 2018 and 2022 are gathered. The study uses qualitative content analysis to analyse the data. The study is based on the value-belief-norm theory.

The study reveals that New Zealand agribusiness investors express concern about the environmental (biospheric) and social (altruistic) impacts of the agribusiness sector, prompting calls for greater transparency, climate adaptation and ethical investment options. Additionally, they actively support local businesses to benefit their communities and preserve cultural heritage. Despite these biospheric and altruistic tendencies, investors also prioritise financial and non-financial interests (egoistic). This highlights a nuanced perspective guiding their investment choices – a balance between self-interest and contributing to the greater good. This signals a shift towards socially and environmentally responsible investment practices driven by multifaceted values.

The findings of this study highlight the role of non-pecuniary motives, like values, in determining the relevance of environmental and social information.

The study’s findings offer insight to agribusinesses on how investors’ value orientations shape their investment decisions. This understanding can guide businesses in framing a reporting strategy that enhances the likelihood of investors perceiving reporting as relevant and persuasive, thereby attracting more investments. In turn, this tailored reporting approach assists investors in making well-informed decisions in assessing the environmental and societal risks of agribusinesses.

The study offers a framework explaining how agribusinesses can increase the likelihood of investors finding firms reporting relevant and persuasive, leading to increased investments in environmentally and socially sustainable practices.

This chapter discusses the significance and effectiveness of communication strategies in empowering marginalized communities. With a specific focus on reproductive health, this chapter examines the diverse scope of these strategies and their transformative potential. It explores the use of mass media as a dynamic tool for information dissemination and the adoption of information, education, and communication (IEC) approaches to enhance knowledge and awareness. Furthermore, this chapter highlights the catalytic role of social and behavior change communication (SBCC) in driving substantial transformations in behaviors and attitudes. An integral part of the discussion is the customization of communication strategies to effectively reach and empower marginalized communities in Bangladesh. Through these strategies, this chapter illuminates the path toward empowering marginalized communities.

This study of job advertisements for internal communication practitioners aims to investigate the signals that organisations are sending the profession about what is required of these roles. The concept of corporate voice – the “voice” of the organisation – is problematised to explore tensions in vocality. The aim is to support communication practitioners to navigate multi-vocality in the evolving professional context of digital communication technologies and changes in the workplace.

This qualitative study considers the role of voice in corporate communication practices and offers insights into “digital disruption” and the discursive pressure of employers' priorities on the profession and its practices. Job advertisements for internal communication practitioners were examined during 6-month periods in 2018, 2020 and 2022, which was a significant time of change for the profession with the global COVID-19 pandemic.

Qualitative content analysis of 514 internal communication job advertisements identifies that control and consistency are valorised, and continue to dominate descriptions of internal communication skills and responsibilities. The digital affordances that communication practitioners rely on has not changed significantly and a preference for “broadcasting” is evident.

This study provides insights into how Australian organisations shape and sustain univocal corporate communication practices, and the incompatibility of narrow configurations of voice with emerging organisational challenges such as social connectedness.

This article examines the effect of China's soft power projection through the Chinese media in Africa on the African audiences' perception of China's national image through a case study of the residents of Nairobi. It adopted Joseph Nye's soft power model and sought to address three fundamental questions : What is the extent and objective of China's media diplomacy in Africa? How has China's media “offensive” in Africa impacted African audiences' imagery of China? What are the implications, if any, of China's media diplomacy on the Kenyan public view of China?

This article used a mixed-methods research design, which deployed elements of positivism and interpretivism. It used a deductive approach and deployed the survey strategy, which entailed the collection of data from Nairobi city residents. The secondary data were collected from relevant academic literature sources. The primary data were analyzed empirically using the Statistical Package for the Social Sciences (SPSS), while the secondary data were analyzed using discourse analysis.

China's soft power projection through the Chinese media in Africa is aimed at addressing the “misinformation” about China. China seeks its share of representation among the African public to correct negative perceptions of China. Kenyans had a generally positive attitude toward China. South Africa and Angola have “Fairly” positive perceptions of the Chinese media. However, this study did not reveal whether the perception was due to the influence of Chinese media. These findings implied that the African public's positive imagery of China cannot be fully attributed to Chinese media's influence.

This study is groundbreaking in that it is one of the few studies that have focused on China's public diplomacy in Africa and assessed the impact of Chinese media on the African public’s perception of China.