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With the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.

This research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.

Results showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.

Compared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.

This study aims to explore how social support has reshaped the care of older adults living alone in northeast Thailand during the COVID-19 pandemic.

This study used a qualitative method using a narrative gerontological perspective with a descriptive design. Purposive sampling was conducted from 20 in-depth narrative interviews between November 2021 and February 2022 in Maha Sarakham province, northeast Thailand. Data transcriptions were performed using a narrative analytical process.

The in-depth narrative interviews indicated that older adults living alone during the coronavirus pandemic valued a comfortable life, a sense of place, favourable living arrangements, self-reliance, life goals and meaningful life. The gerontological analysis showed that social support for older adults living alone included a social safety net, networking, supporting needs, physical care and mental health responses to the COVID-19 pandemic.

To the best of the authors’ knowledge, this is the first qualitative narrative gerontological study to explore how social support reshaped the care of older adults living alone during the COVID-19 pandemic in northeast Thailand.

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 purpose of this paper is to examine lived experiences of opioid agonist treatment (OAT) during and immediately following release from detention in prisons in England and Scotland.

Surveys were completed by serving prisoners in both countries and by those recently released from prison (England only). The survey findings were discussed in focus groups of people with lived experience. The combined findings from the surveys and focus groups were shared with an expert group of prison OAT providers and people with lived experience with the purpose of making recommendations for more accessible and effective OAT in custodial environments and continuity of OAT on release

The quality and accessibility of OAT varied considerably between establishments. It was reported to be harder to access OAT in Scottish prisons. It was often hard for people in prison to get the dosage of OAT they felt they needed and it was generally harder to access buprenorphine than methadone in English prisons. Only Scottish people in prison were aware of long-lasting forms of buprenorphine. People in English prisons had mixed experiences of the help available in prison, with no improvement recorded since a 2016 study. People in Scottish prisons were more likely to rate the help available as poor.

The number of people accessed while actually in prison (73) was reduced by the impact of the pandemic, making it more difficult to access people in prison and because some were resistant to participating on the basis that they had already been consulted for a wide variety of research projects focused on the impact of COVID. The Scottish cohort (a total of 19 individuals comprising 14 survey respondents and five focus group members) is clearly too small a number on which to base robust claims about differences in OAT provision between the English and Scottish prison systems..

The study identifies key barriers to accessing OAT in prisons and suggests key components of more user-friendly approaches.

This study provides an overview of the recent lived experiences of people accessing OAT in prison and on release and offers valuable recommendations on how to make service provision more effective and consistent.

This study provides an overview of the recent lived experiences of people accessing OAT in prison and on release in England and Scotland and offers valuable recommendations on how to make service provision more effective and consistent.

This study aims to review the results of relevant studies to shed light on social trust-building in different contexts and the factors that affect it in disaster risk management.

This systematic review was conducted using the Preferred Reporting Items for Systematic reviews and Meta-Analyses model. The study keywords were searched for in PubMed, Scopus and Web of Science databases on August 2021. The inclusion criteria were English-written articles published in social trust and disaster relief efforts. Exclusion criteria were lack of access to the full text and article types such as nonoriginal articles.

Out of 1,359 articles found, 17 articles were included in the final analysis using four general categories: six articles on the role of local government in trust-building (local governments), five articles on the role of social media in trust-building (social media), four articles on the role of social capital in trust-building (social capital) and two articles on the importance of community participation in trust-building (community participation).

Understanding the role of social trust and the factors which influence it will help the development of community-based disaster risk management. Therefore, disaster management organizations and other relief agencies should take the findings of this study into account, as they can help guide policymaking and the adoption of strategies to improve public trust and participation in comprehensive disaster risk management. Further studies recommended understanding people’s experiences and perceptions of social trust, relief and disaster preparedness.

The purpose of the paper is to present the results of research in the region covered by the Murska Sobota Police Directorate based on semi-structured interviews we conducted with community policing officers in the rural and urban areas of Pomurje.

Community policing is one of the more recent (yet hardly new) ways of ensuring security. It focuses on collaboration between citizens and the police, the joint identification of security issues and resolving them. Not long ago, it was established that policing varies depending on geographical criteria, specifically the urbanisation of the environment since police work in cities is often very narrowly specialised compared to in a rural environment. We were therefore interested in whether the Pomurje region also shows that it is easier to practise community policing in rural areas compared to cities.

The research results confirm previous findings; namely, that in urban areas approximately two-thirds of the population does not know the community policing officer, leading to the mutual cooperation between residents and the police being poorer than in rural areas. The conclusion describes ways of improving the established situation facing Pomurje.

We see the limitations of the study in the peculiarities of the Pomurje region; therefore the results cannot be generalised and applied in areas of other police directorates.

The survey offers insight into rural and urban policing in the Pomurje region at the same time, focusing on possibilities for improvements.

As live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay or leave after content anchors transfer to live e-commerce broadcasts. In addition, we explored the factors affecting consumption from the perspectives of anchors, consumers and the external environment.

We distributed questionnaires to a group of fans who had experienced the transition of content anchors to live streaming and received back 375 valid questionnaires. Using psychological contract theory, we constructed a theoretical model for the scenario in which content anchors transition to live e-commerce broadcasting and analysed the data using partial least squares structural equation modelling (PLS-SEM).

The results show that circle culture, mainstream culture, initial trust and live streaming content all positively influenced consumers’ attitudes, whilst consumers’ past shopping experiences negatively influenced consumers’ attitudes. The personal charm of the content anchors did not have a significant effect on consumers’ attitudes. Additionally, we found that only anchors with a significant circle culture and good trust levels amongst fans were able to transition to live e-commerce streaming successfully.

This study extends the application of psychological contract theory to the field of e-commerce and describes the transformation of different types of psychological contracts. The paper’s conclusions provide a reference for decision-making and the implementation of transformation by content-based anchors to live streaming, helping them to coordinate their relationships with fans more effectively.

The present study aimed to provide an understanding of the roles of community-based financial service organizations (i.e. rotating savings and credit associations [ROSCAs] as institutional pillars in facilitating low-income, unbanked consumers’ access to informal financial services).

Semi-structured interviews were conducted with 39 low-income, unbanked consumers participating in ROSCAs in Pakistan, where only 21% of adults have a bank account and almost four out of five individuals live on a low income. The obtained data were analyzed using the thematic analysis technique.

ROSCAs’ regulatory, sociocultural and cognitive aspects facilitate low-income, unbanked consumers’ utilization of informal financial services owing to their approachability by, suitability for, and fairness to such consumers. Thus, they promote such consumers’ financial inclusion.

Low-income consumers are mostly unable to access formal financial services due to the existing supply- and demand-side impediments. Understanding ROSCAs’ institutional functioning can help formal financial service providers create more transformative financial services based on the positive institutional aspects of ROSCAs to enhance poor consumers’ financial inclusion and well-being.

The inclusion of low-income, unbanked consumers in formal banking services will help them better control their finances.

Many low-income, unbanked consumers in developing countries utilize informal financial services to meet their basic financial needs, but service researchers have rarely investigated how informal financial institutions function. The present study showed that ROSCAs, as informal institutions, meet low-income, unbanked consumers’ personal, social and financial needs in a befitting manner, which encourages such consumers to use the financial services offered by ROSCAs.

This paper aims to explore the impact of live streamer authenticity (LSA) on purchase intention in tourism e-commerce live streaming, with a focus on boundary conditions and underlying mechanisms.

The data collected from 451 participants were analyzed using structural equation modeling.

This paper found that four dimensions of LSA – sincerity, truthfulness endorsement, expertise and uniqueness – positively influenced purchase intention, while visibility did not. In addition, sincerity, truthfulness endorsement and uniqueness had an indirect influence on purchase intention through flow experience, while sincerity, truthfulness endorsement, expertise and uniqueness had an indirect effect through perceived trust. Furthermore, self-construal moderated the effect of sincerity and truthfulness endorsement on purchase intention, with the positive effect being stronger for the dependent self-construal.

To the best of the authors’ knowledge, it is the first study to examine LSA dimensions and their consequences. This paper not only provides a better and more detailed understanding of the complexity of LSA but also contributes to the development of authenticity theory by responding to individual authenticity studies.

本文旨在研究旅游直播电商中主播真实性对旅游购买意向的影响, 及其内在机制和边界条件。

本文采用问卷调查的方法收集451名参与者的数据。然后用结构方程模型（SEM）对收集的数据进行分析。

本文发现, 主播真实性的四个维度–真诚性、真实背书、专业性和独特性–对购买意愿有积极影响, 而主播的透明性没有影响。此外, 真诚性、真实背书和独特性通过心流体验对购买意愿产生间接影响, 此外真诚性、真实背书、专业性和独特性还通过感知信任产生间接影响。此外, 自我建构调节了真诚性和真实背书对购买意向的影响。对于依赖型自我建构, 真诚性和真实背书对购买意愿的影响更强。

本文是最早探讨主播真实性维度及其后果影响的研究之一。本文不仅对主播真实性的复杂性有了更好更详细的了解, 而且响应了对个体真实性研究的呼吁, 为真实性理论的发展做出了贡献。

Este artículo explora el impacto de la autenticidad del streamer en la intención de compra en la retransmisión en directo de comercio electrónico turístico, centrándose en las limitaciones y los procesos subyacentes.

Se analizaron los datos recopilados de 451 participantes utilizando un modelo de ecuaciones estructurales (SEM).

Este trabajo halló que cuatro dimensiones de la autenticidad de los streamers en directo -la sinceridad, el respaldo a la veracidad, la pericia y la singularidad- influían positivamente en la intención de compra, mientras que la visibilidad no lo hacía. Además, la sinceridad, el respaldo de veracidad y la singularidad influyeron indirectamente en la intención de compra a través de la experiencia de flujo, mientras que la sinceridad, el respaldo de veracidad, la pericia y la singularidad tuvieron un efecto indirecto a través de la confianza percibida. Además, la autoconstrucción moderó el efecto de la sinceridad y el respaldo de veracidad sobre la intención de compra, siendo el efecto positivo más fuerte para la autoconstrucción dependiente.

Es el primer estudio que examina las dimensiones de la autenticidad de los retransmisores en directo y sus consecuencias. Este trabajo no sólo proporciona una comprensión mejor y más detallada de la complejidad de la autenticidad de los streamers en directo, sino que también contribuye al desarrollo de la teoría de la autenticidad al responder a los estudios sobre autenticidad individual.

This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase intention.

The SOR model has been applied to formulate hypotheses. This study is based on an online survey conducted with a sample of 433 valid questionnaires from Chinese consumers on the TikTok agricultural products live platform. A partial least squares structural equation modeling (PLS-SEM) is used to test the hypotheses.

The findings indicate that (1) interactions (personalization, responsiveness, and entertainment) in the agricultural products live room have a positive effect on perceived values (utilitarian value, symbolic value, and entertainment value); (2) utilitarian value positively affects purchase intention and mediates the effects of personalization and entertainment interactions on purchase intention, respectively; (3) entertainment value positively influences purchase intention and mediates the influence of entertainment interaction on purchase intention.

This study offers theoretical insights into live marketing of agricultural products and practical implications for practitioners of agricultural products in live streaming commerce.