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

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.