Citizenship Behavior Research Articles

The Connection Between Dietary Awareness and Eating Behavior in Thai-Peranakan Seniors: A Study of Members of the Thai Peranakan Association

Objective: This study explored the relationship between dietary awareness and eating behavior among Thai-Peranakan senior citizens. Methods: Using a cross-sectional design, we sampled 94 individuals aged 60 and above (mean age=66.56), all of whom were members of the Thai Peranakan Association. This group included both males and females who met the inclusion criteria of having normal communication and memory abilities. Data were gathered through structured interviews and analyzed with Spearman’s Correlation. Results: Personal factors such as living status and family income significantly influenced the eating behavior of Thai-Peranakan senior citizens at the 0.01 level. The Spearman’s correlation showed significant relationships among accurate self-assessment and eating behavior, with correlation coefficients (r) of 0.29 at the 0.05 level. Conclusions: Personal factors and dietary awareness, specifically accurate selfassessment, are pivotal in shaping the eating behavior of Thai-Peranakan senior citizens. Enhancing these aspects can lead to better eating behavior and overall well-being among this demographic.

Institutional Challenges and Continuous Pending on Levying Excise on the Use of Plastics in Indonesia

In response to the mounting plastic waste issue, the Indonesian government has introduced various measures aimed at curbing plastic usage, but these initiatives have fallen short in altering public behavior. A more impactful strategy would involve implementing a disincentive by levying additional fees on plastic use, effectively increasing its cost. Discussions on a plastic excise were initiated between the Indonesian government and the House of Representatives but have since stalled. This study aims to higlight the necessity of a plastic excise in regulating the behavior of Indonesian citizens and explores the appropriate methods for the government to formulate such an excise policy. A qualitative research method was employed, utilizing thorough interviews and extensive literature review. Findings suggest that the environmental damage inflicted by plastic waste justifies its classification as taxable goods, warranting regulatory control over its consumption due to the adverse effects on society and ecology. These findings serve as the foundation for the government to consider a plastic excise. The challenge lies in identifying the specific plastic types to be taxed, necessitating renewed coordination and dialogue with the pertinent Ministries and Agencies within the Inter-Ministerial Committee. This is essential to gain the Indonesian House of Representatives' approval and to address the complexities in policy formulation, considering that state levies shall be approved by the parliement. A possible solution to this challenge is to synchronize the taxable goods' plastic types with those outlined in the existing regulations of the Waste Reduction Roadmap by Producers, ensuring consistency and regulatory alignment.

Learning goal orientation, empowering leadership and participative decisionmaking as predictors of expatriates’ postpandemic job performance

Purpose This paper aims to investigate the relationship between learning goal orientation, empowering leadership, participative decision-making and organizational citizen behavior and its effect on post-pandemic job performance within the expatriate UAE community. Design/methodology/approach The study proposes a theoretical model based on responses from survey data collected from 314 expatriates working in private sector organizations in Dubai, UAE. Findings The findings indicate that both learning goal orientation and participative decision-making have a significantly positive direct relationship with organizational citizenship. Furthermore, organizational citizenship is demonstrated to have a significant positive impact on job performance. However, the study reveals that there is no significant relationship between empowering leadership and organizational citizenship. Originality/value This study adds to extant expatriate management theory relating to international business by examining the effects that organizational citizenship behavior, learning goal orientation, empowering leadership and participative decision-making have on expatriates’ job performance.

Building bridges in Climate Pact activities and Climate Action - example from Serbia

Abstract The European Climate Pact is a movement of citizens united around a common cause, each taking steps in their own worlds to build a more sustainable Europe. Launched by the European Commission, the Pact is part of the European Green Deal and is helping the EU to meet its goal to become climate-neutral by 2050. This work presents examples of activities of the EU Climate pact ambassador in different directions (international and national/local level), with an unique goal, to increase awareness of importance of action, change of mindset, and exchange positive experiences. Climate Action is presented: • through educational activities in EUGLOH project (European Global Health Universities Alliance) - by organizing Course Climate Action for Health and presenting to students at international level different Climate actions activities. • engagement of citizens through Rotary Climate Action in RD 2483 and wither in Rotary international community - as citizens activities - Rotary Climate Action with the aim to increase awareness of climate change and health consequences. • as mentorship activities with PhD students in the field (climate change and air pollution impact on respiratory diseases) - as a research activities. • as an example of cooperation with media in Serbia - increasing of awareness among journalists. There are a lot of possibilities to work in the long-term in the community, using glocal principles and trying to find a way to change the behaviour of citizens towards acceptance of climate neutrality as an important goal. Key messages • Climate Action is citizens action. • Climate action is a way to change the behaviour of citizens towards acceptance of climate neutrality as an important goal.

Study of pollution status in urban environment caused by attitude and waste littering behavior of citizens

Littering behavior is one of the main challenges in waste management, especially in big cities. In this study, density and composition of litter in Tehran was investigated and the urban pollution status was calculated by using the clean environment index. The results showed that the average density of litter in the studied locations was 0.182 number/m2. Spatial variation in the litter density showed that the average density in commercial and residential land-uses was 0.22 and 0.14 number/m2, respectively. Cigarette butts (29%), bottle caps (18%), and paper receipts (10%) consisted the largest ratio of the litter composition in the studied locations. Clean environment index for the studied locations was calculated in the range of 2.34 to 10.42. Based on this, 30% of the studied locations were in a clean status and 70% were in a polluted and worse status. The litter density in the city, interviews with citizens, and the results of previous studies showed insufficient awareness of citizens about the consequences of littering in the urban environment, which led to the prevalence of littering behavior. So, the littering behavior by citizens has caused the urban environment pollution and increased health risk. Educating citizens and modifying their behavior to avoid littering is necessary to improve the observed status.

Sociolinguistic Implications of Cancel Culture: The Prose of Language, Power and Social Dynamics in Digital Spaces

In particular, the language, tone, and discourse techniques of cancel culture a phenomenon mostly on social media platforms are the focus of this papers exploration. More importantly the sociolinguistic aspects of "cancel culture." Cancel culture is defined by complicated power dynamics, social norms, and beliefs. It entails public calls for accountability, which can lead to social marginalisation. This study uses linguistic behaviours of internet citizens to explore how language is used to support and challenge ‘cancel culture. It also looks at how participants engage different discourse techniques to deal with questions of justice, morality, forgiveness, and exclusion. Principal concerns are the dimensions of language in conveying ethical assessments. The significance of tone in indicating intention and affiliation. Overall, the manners in which linguistic decisions mirror wider societal power dynamics and cultural transformations. In order to shed light on the wider implications for communication and community in an increasingly digital society, this paper will analyse the rhetoric surrounding cancellation of You Tubers and influencers in order to reveal how language not only reflects but also shapes changing attitudes towards social justice and accountability.

Workplace aggression and employee performance: A meta-analytic investigation of mediating mechanisms and cultural contingencies.

We present a meta-analytic investigation of the theoretical mechanisms underlying why experienced workplace aggression is harmful to the three core performance outcomes (i.e., task performance, citizenship behavior, and deviant behavior). Through a comprehensive literature review of 405 empirical articles, we first extract and identify five prominent theoretical mechanisms: relationship quality, justice perception, psychological strain, negative affect, and state self-evaluation. By synthesizing evidence from these articles, which include 471 unique samples from 36 countries or regions (N = 149,341 participants), we reveal the incremental effects of the five mechanisms, compare their relative strengths for each performance outcome, and examine their cultural contingencies. We find that when the five mechanisms are examined simultaneously, only relationship quality and state self-evaluation show incremental effects across all performance outcomes in the predicted direction. Moreover, the comparative strengths of mechanisms vary across performance outcomes: The impact of workplace aggression on task performance is best explained by the negative affect and state self-evaluation mechanisms, its impact on citizenship behavior is best explained by the relationship quality mechanism, and its impact on deviant behavior is best explained by the negative affect mechanism. Finally, the prominence of some mechanisms is contingent on certain cultural dimensions: The relationship quality mechanism is strengthened by individualism and masculinity, while the state self-evaluation mechanism is strengthened by masculinity. We conclude with a discussion of the theoretical and practical implications of our research. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

Presenting the behavioral model of citizens in selection of trip vehicle with emphasis on how to go to work

Understanding the factors that influence individual vehicle choice behavior will reveal changes in preferences and attitudes. These changes can provide insights into travel patterns, improve transportation planning, prepare for future infrastructure needs and services, and inform better design and implementation of sustainable and inclusive transportation. The purpose of this research is to provide a behavioral model of citizens in choosing a travel vehicle with an emphasis on how to go to work in Shiraz, Iran. The statistical method used in this research is the logit mathematical model. SPSS software was used to analyze the research results. Different hypothetical scenarios were investigated according to the final vehicle selection model and the possibility of choosing different travel vehicles in each of the hypothetical scenarios. The results of the comparison of logit models for all travel destinations showed that the behavior of Shiraz citizens in choosing a means of transportation is not nested. For this reason, the final model was chosen for business trips. The results obtained from the hypothetical scenarios of the business travel selection tool in Shiraz showed that if none of the demand management policies and the creation of high-speed buses are applied, the share of private cars is 38%, the share of buses and subways is 32%, the share of taxi travel is 30%, and the share of walking will be 33 %. Also, social conditions and demographic characteristics do not have a significant effect on the choice of vehicle and travel behavior of citizens to the workplace.

Risk, Threat or Vulnerability? An Ethogram to Qualify Concerning Behaviour of Citizens in Police-Civilian Interactions via Bodycam Footage

Risk, Threat or Vulnerability? An Ethogram to Qualify Concerning Behaviour of Citizens in Police-Civilian Interactions via Bodycam Footage

Job satisfaction and happiness keys in the prosocial behavior of citizens in Europe

BackgroundSatisfaction and happiness are two widely studied topics in current literature. Human beings need to find happiness. However, for many authors, satisfaction is a prerequisite for happiness. Satisfaction, in turn, can be approached from different perspectives, such as job satisfaction, health satisfaction, and social life satisfaction. This research analyses the relationship between these variables and their influence on proactive social behaviour.MethodsThe present study utilised the European Social Survey, an academic survey conducted across Europe in its round 10, carried out between 2022 and 2023, with a database of 25,311 valid responses. Structural equation modelling analysis conduct using PLS-SEM with the Smart PLS software.ResultsThe results demonstrate a direct and significant relationship between overall satisfaction and happiness and between happiness and prosocial behaviour. Similarly, a solid indirect relationship exists between satisfaction and prosocial behaviour in society. Furthermore, job satisfaction is among the variables influencing overall satisfaction and happiness. However, it is not the most important, with satisfaction with social life being the most influential on satisfaction.Conclusions and implicationsHappiness is one of the main variables that influence people’s lives. As we have observed, this happiness has a direct and solid relationship with the individual’s level of satisfaction, with job satisfaction and satisfaction with social life being the most influential in this relationship between satisfaction and happiness. Therefore, these conclusions must be understood by both workers and employers and public administrations. Additionally, the relationship between happiness and prosocial behaviour is an interesting topic that the governments of countries and regions in Europe should consider.

Medium-term forecast of the dynamics of life attitudes of Russians

The article presents a method for forecasting trends in changes in mass consciousness in terms of life attitudes, i.e. those values according to which people try to build their lives. Modern applied sociology successfully uses the forecast of electoral and consumer behaviour of citizens. The time lag of forecast reliability: for electoral behaviour - 4-5 weeks, for consumer behaviour - up to a year. Forecasting for 10-20 years is practiced mainly in demography. It is more difficult to forecast changes in mass consciousness based on value attitudes of citizens. If we assume that the development of the state is evolutionary, then the combination of heuristic and mathematical methods allows us to forecast trends in the attitudes of the population aged 40 and older, as basic for the economic and political functioning of the state. In methodological terms, the article proposes a procedure for forecasting trends only, without claiming high accuracy of numerical indicators, with mandatory consideration of weak variability of basic numerical indicators measured as of 2024. To forecast trends, there were used data from an all-Russian representative sociological study, accumulated in integral indices, as well as in verbal constructs using factor analysis. The combination of these methods allowed to make a generally stable 20-year forecast of trends in changes in the life attitudes of Russians. As a tool for a detailed forecast indices as integrated indicators of the intensity and direction of a trend were used, and for a generalised forecast - verbal constructs formed on the basis of factor analysis. The choice of the subject of the forecast is based on the hypothesis that the "catalyst" of life attitudes are three components of life activity: the life trajectory chosen by the individual, including the preferred types of life activity; the identification of the individual with reference groups as a contact environment, a mechanism of value communication and self-realisation; the choice of forms of social behaviour by the individual based on the basic moral principles of people's life activity. These three aspects of the population's life activity are not only socially (phylogenetically), but also to a large extent biologically (ontogenetically) determined, therefore they are highly stable, that allows us to talk about the stability of the medium-term forecast of trends in the interval of up to 20 years. Thus, the article proposes the tested in an applied sociological study combined method of medium-term forecast of social groups' attitudes in a situation where repeated studies are not conducted to build a dynamic series of empirical indicators. The forecast presented in the article operates with indicators that are important for consideration in the practice of medium-term planning of the state’s social policy.

Теоретики русского народничества о проблеме нравственной автономии личности

Introduction. The article analyzes the works of Russian populists, which contain a socio-philosophical solution to the problem of moral autonomy of the individual. Theoretical analysis. The socio-philosophical ideal of populist thought was closely connected with the theory of organizing a fair society based on the pattern of social solidarity, which implies socially responsible behavior of citizens who respect other people’s rights and act in the interests of human liberation. Individual autonomy can be achieved through various methods of liberation: through labor activity and the practice of cooperation, socio-political activity in the direction of realizing the social ideal of conscious solidarity. The moral autonomy of the individual, therefore, does not imply moral nihilism, but, on the contrary, is aimed at finding a compromise between private and public interests. Theorists of populism develop the thesis of N. G. Chernyshevsky’s «reasonable egoism», according to which intellectually and morally meaningful individualistic (autonomous) behavior can correspond to collective interests. The moral autonomy of the individual, according to most populists, does not deny the possibility of socially responsible behavior. Conclusion. Populist thought becomes a kind of counterpoint to the development of liberating social thought in Russia, transforming the ideal type of carrier of liberating ideas: a morally autonomous nihilist turns into a socially responsible populist.

Influence of social cleavage and media usage on political behavior: a case of Pakistan

Increasingly media provides ample opportunities for the audiences to make media choices and form different levels of exposure along political lines. Predominately, Pakistan’s media is recognized as an irreplaceable tool in sparking change in the political landscape, forgoing national-regional identities, and bridging social gaps. Due to recent technological advancements citizens’ media usage brought changes in the political behavior of citizens regarding party choices and voting behavior. Such changes in the political behavior of citizens affect decision making which is influenced by social cleavage of education, gender, and age. However, contrary to similar historical changes, these advances have widened rather than narrowed societal cleavages. The objective of the paper is to explore the influence of social cleavage and media usage on political behavior of students and faculty in Pakistan specifically NUML university, Islamabad. This research explores how social cleavage and recent advances in digital media access changed the political behavior of faculty and students of NUML university. The paper employed survey-based research with a sample of 250 faculty members and students of NUML, Islamabad. According to results, it is concluded that social cleavage of education, age, and gender plays a vital role in transforming the political behavior of both faculty members and students. Likewise, persistent use of social media portrays positive political participation along with accountable voting behavior, whereby males are more active in participating in political activities as compared to females. The paper has policy implications for a one-dimensional media approach for ignoring solutions to political problems and understanding citizenship rights. Focused and well-defined policies are required to bring youth back to broadcasting media.

Organizational Performance Improvement Model Based on Talent Management Through Religiosity Organizational Citizenship Behavior

Purpose: This research aims to determine the influence of talent management on organizational performance; the influence of religiosity organizational citizenship behavior as a mediator on organizational performance; the influence of digital literacy as a mediator on organizational performance; the influence of talent management, digital literacy and religiosity organizational citizenship behavior simultaneously on employee performance and employee performance. organization, and designing a model for improving organizational performance through digital literacy and religiosity organizational citizenship behavior as mediators Theoretical Framework: Drawing from the practice-based view theory, this research focuses on several constructs and relationships between talent management, digital literacy and organizational citizenship behavior in ASNs in government agencies which have not yet been widely studied. This research is an effort to develop a model for improving organizational performance through talent management and ASN digital literacy and also combines aspects of organizational citizenship behavior which are based on religious values, which are still rarely used by previous researchers. The research method used is an explanatory survey approach to explain the relationship between variables through hypothesis testing in the field. Research that uses descriptive surveys and explanatory survey methods is carried out by collecting information from samples directly at the scene of the incident (empirical) through questionnaires with the aim of finding out the opinions of the samples regarding the research problem. And this research uses the Partial Least Squares Structural Equation Modeling analysis technique (PLS-SEM), to model many variables in research Results and Discussion: To examine the influence of mediator variables, Partial Least Squares Structural Equation Modeling analysis technique (PLS-SEM),to estimate the causal relationship between variables (causal model) that has been determined previously based on the theory. Answering research questions requires correct statistical data processing. The results of this research will be more powerful if adequate statistical data processing is used. Scientifically based research shows that findings can be evaluated and proven, and if other researchers used the same procedures, the results would almost certainly be the same. As a result, researchers chose statistical data processing techniques to use in these calculations. The result of research. Based on the results of research regarding "Model for Improving Organizational Performance Based on Talent Management Through Religious Organizational Citizen Behavior", the following results were obtained: Overview of talent management, religiosity organizational citizenship behavior, digital literacy, employee performance and organizational performance in Regency/City Government Agencies throughout West Java Province are in the high/good category, which means they are running in accordance with agency procedures. Talent management has a significant positive effect on organizational performance in Regency/City Government Agencies throughout West Java Province. This is based on the results of direct effect hypothesis testing, the t-statistics results obtained were 2.482 and the significance results (pvalue) obtained were 0.007 (0.007<0.05), so Ho was rejected and Ha was accepted. Religious organizational citizenship behavior is unable to mediate the influence of talent management on employee performance. This is based on the results of testing the indirect effect hypothesis, obtaining a significance result (pvalue) of 0.053 (0.053>0.05). Meanwhile, digital literacy is able to mediate the influence of Talent Management on Employee Performance. This is based on the results of testing the indirect effect hypothesis, obtained a significance result (pvalue) of 0.000 (0.000<0.05). Digital literacy, religiosity organizational citizenship behavior and employee performance are able to mediate the influence of talent management on organizational performance. This is based on the results of testing the indirect effect hypothesis, obtained a significance result (pvalue) <0.05. There is an increase in organizational performance through digital literacy and religiosity organizational citizenship behavior in talent management. Implications: The research results show that religiosity organizational citizenship behavior, digital literacy and employee performance are variables that can mediate the influence of talent management on organizational performance in Regency/City Government Agencies throughout West Java Province.

Urban air quality comparison on bike and driving routes: a case study for UK

Air quality in cities is very important in both tackling climate change and promoting healthy sustainable urban living. Understanding the air quality around cities has been a challenge faced by local authorities around the world. With the new net zero targets in place, government and charitable organisations across the UK have been trying hard to both monitor and control air pollutants to influence citizen behavior towards environmentally friendly living. This study looks at urban air quality in two UK cities with the idea of understanding air quality and its relation to the mode of transport, health and well-being. This case study compares the urban air quality as Particulate Matter (PM 10 and PM 2.5) and gaseous pollutants (NO 2) on the bike and motor driving routes in Cambridge and Colchester. The study designed experiments and data collection campaigns to understand the factors leading to air quality fluctuations in urban traffic routes. The resulting measurements show that NO 2 concentrations are higher in motor driving routes and in certain locations on the bike routes that are part of (or very close to) the motor route. The PM concentrations are generally higher near parks and open greenspaces but can be argued to be within the recommended limits. Finally, this paper proposes steps to improve the urban infrastructure to tackle emissions and spread awareness among the citizens.

Роль держави та громадських організацій у підтримці соціально відповідального бізнесу

The article examines the importance of social responsibility and clarifies the role of the state and public organizations in supporting socially responsible businesses. Today, many Ukrainian enterprises and organizations realize the importance of socially responsible business and increasingly create and implement socially responsible business projects. Such social projects may be related to charity, creating new jobs for IDPs or people with certain special needs, introducing new ecological technologies in energy or food, and other social initiatives. Modernity has faced a whole chain of quite complex problems, for example, the rapid growth of social inequality, global environmental crises, and protracted armed conflicts. The article focuses on the fact that overcoming the mentioned problems requires significant general efforts not only of power structures but also of business and scientific circles and the public. The author analyzes publications devoted to the formation and improvement of socially oriented behavior of business entities and analyzes the experience of using public-private practices and approaches to creating and implementing projects regarding the social responsibility of representatives of state authorities, business structures, public organizations, and other stakeholders. The social responsibility of the state is one of the main levers of ensuring the quality and effectiveness of state administration. The author emphasizes that the state has an essential task in shaping the socially responsible behavior of citizens. Legislative influence, educational policy, support for socially responsible businesses, and public campaigns are all tools the state can use to support and develop socially responsible behavior that contributes to creating an ethical and sustainable society. Public organizations also play an essential role in implementing these principles and forming an ethical business environment. The most crucial function of NGOs is to change people. In our fragmented society, non-governmental organizations promote social inclusion and integration. Public organizations are active initiators of social projects and social initiatives aimed at creating comfortable living conditions for communities, improving the quality of education, etc. The author emphasizes that the state is vital in regulating and stimulating socially responsible business behavior. Legislation, financial incentives, and other instruments of government intervention can contribute to the formation of an effective system of social responsibility. It was also found that public organizations monitor and promote the principles of social responsibility. They can influence business by demanding compliance with high standards of ethics and integrity. Keywords: social responsibility of business, state, public organizations, social state, social projects.

Driving Towards Sustainable Transportation Systems: A bottom-up Traffic Modal Choices Analysis Using Responsible Management for Future Development Planning

The transportation sector wields substantial influence on society, encompassing economic, social and environmental dimensions of sustainability. Recognising environmentally conscious actions initiated by individuals, particularly at grassroots levels, fosters the development of a pro-environmental social identity. The article aims to analyse the transportation systems from a bottom-up perspective within a municipality. Consequently, three objectives are proposed for this research paper: investigate citizen behaviour regarding transportation, assess the strengths and weaknesses of communities based on citizen perspectives and generate ideas for improving transit through responsible management principles using a bottom-up approach. It has been determined that private car is the most commonly used mode of transportation. The number of cars is the only variable that influences the choice of transportation. A significant positive relationship has been identified between the number of cars and car travels, while a negative relationship has been observed between the number of cars and travels by transit, pedestrian or bicycle. In addition to this, other significant relationships were determined. Regarding the second objective, the majority of the interviewees perceive that the commune lacks any significant strengths. In terms of enhancement opportunities, respondents express a desire for improvements in pedestrian and cyclist infrastructure, transit facilities and the addition of more lanes and roads.

Spatio-temporal analysis of COVID-19 lockdown effect to survive in the US counties using ANN

This study aims to quantify the effectiveness of lockdown as a non-pharmacological solution for managing the COVID-19 pandemic. Daily COVID-19 death counts were collected for four states: California, Georgia, New Jersey, and South Carolina. The effectiveness of the lockdown was studied and the number of people saved during 7 days was evaluated. Five neural network models (MLP, FFNN, CFNN, ENN, and NARX) were implemented, and the results indicate that FFNN is the best prediction model. Based on this model, the total number of survivors over a 7-day period is 211, 270, 989, and 60 in California, Georgia, New Jersey, and South Carolina, respectively. The coefficients and weights of the FFNN for each state differ due to various factors, including socio-demographic conditions and the behavior of citizens towards lockdown laws. New Jersey and South Carolina have the most lockdowns and the least.

Citizens as Co-producers of Public Service Culture: How Citizen Incivility Affects Public Employee Motivations to Stay and Serve

While public administration ethics literature has accumulated a significant amount of knowledge on how to promote public service culture steeped in ethics, the primary focus of the scholarly discussion has long been on the importance of developing ethics among public employees and in their organizations. Based on the premise that citizens are co-producers of the public service culture, this study turns attention to citizens and their commitment to ethical values when interacting with public employees. Specifically, this study examines how citizen incivility influences public employee work attitudes, particularly public employee turnover intention and their desire to serve the public. The analyses were conducted using survey data collected from Korean public employees. The findings suggest that citizen incivility is negatively associated with public employees’ motivation to serve the public (i.e., public service motivation), that citizen incivility is positively associated with public employee intention to leave their jobs, and that the relationship between uncivil citizen behaviors and public employee turnover intention is partially mediated through public service motivation.

Tourism live streamers as brand ambassadors: investigating their impact on destination brand value through social exchange theory

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables. Originality/value This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.