Lives Campaign Research Articles

How Streamers Enhance Consumer Engagement and Brand Equity in Live Commerce

Live steamers play key roles in enhancing brand equity in live commerce. Understanding the mechanism of how streamers impact brand equity in live commerce is of great significance for firms to launch live streaming, influencer, and engagement marketing campaigns. Building on social support, consumer engagement and brand equity theories, this study investigates the impact of perceived streamer support on consumer engagement, which in turn affects brand equity in live commerce settings. Based upon analysis of the data from 264 questionnaires with SmartPLS3.0 software, the results demonstrate that 1) perceived emotional, informational and financial support positively impact brand engagement, streamer engagement and live studio engagement separately; 2) brand engagement and streamer engagement positively impact brand equity respectively; and 3) streamer engagement positively impacts brand engagement and live studio engagement respectively. The findings provide conducive guidance for firms to develop live streaming, influencer, and engagement marketing campaigns.

Live streaming marketing campaign, psycho-social factors, and consumers’ patronage behavior: Basis for consumer acquisition framework

Live streaming marketing campaign, psycho-social factors, and consumers’ patronage behavior: Basis for consumer acquisition framework

An Almost Empty Scoping Review: State of the Research on Tobacco Prevention and Cessation Messaging Strategies for Black and/or Latine LGBTQ+ Youth and Young Adults

ABSTRACT Research has yet to offer strong recommendations for effective tobacco prevention and cessation messaging that can reduce tobacco-related health disparities among Black and/or Latine LGBTQ+ youth and young adults. As a result of predatory marketing strategies and community stressors, among other factors, LGBTQ+ youth and young adults use tobacco products at higher rates than their non-LGBTQ+ peers. These disparities are uniquely complex among Black and/or Latine youth and young adults within the LGBTQ+ community, but there has been little research addressing the communication strategies that can promote tobacco prevention and cessation for these groups. Given the promise and history of successful health communication campaigns for tobacco control, this research is crucial. We thus conducted a scoping review to identify trends and gaps in the empirical research published from 2002–2022 that analyzed tobacco prevention and cessation communication strategies for Black and/or Latine LGBTQ+ youth and young adults (ages 12–30) living in the United States. Despite an initial search query of 3,182 articles after deleting duplicates, only five articles were eligible for inclusion, three of which evaluated the This Free Life campaign. Accordingly, we view our scoping review as an almost empty review. Although our results offer preliminary insight into messaging strategies used in these campaigns, our larger contribution is to expose the scarcity of tobacco-related communication research being conducted among Black and/or Latine LGBTQ+ communities. Given the marginalization these communities face, we issue a call to action for researchers and campaign designers and offer a series of suggestions for future research.

Research on Live Streaming Marketing Strategy of Book Products Based on the SICAS Model

Short videos and live streaming services have seen exponential growth recently, as evidenced by the "China Internet Development Status Report 2022," impacting consumer behaviors and marketing strategies considerably. Even as digital has seen tremendous success across other cultural industries, book publishing remains behind in adopting these emerging media technologies. This study explores China's emerging realm of book live streaming marketing in light of its digital transformation of the book industry. This research endeavors to address a research gap regarding effective live streaming book promotion by applying the SICAS model, an all-encompassing framework designed for analyzing consumer behavior and marketing strategies within digital context. This study employs a qualitative research methodology, consisting of an examination of existing literature, consumer and industry insights, as well as case studies of successful live streaming marketing campaigns in the book industry. This research study's findings underscore the effectiveness of SICAS model in optimizing each stage of book live streaming marketing: Sense, Interest & Interaction, Connection & Communication, Action, and Share. Research findings demonstrate that implementation of the SICAS model can significantly enhance marketing effectiveness, increase sales volume and contribute to revitalizing book industries in digital environments.

Successful Team Strategy in Winning Regional Head Candidate Pairs (A Study of the Sambas District Elections from 2011, 2015 and 2020)

Successful team strategies in political campaigns involve various tactics and strategies designed to win voters' votes. Data Collection: Data collection through surveys and polls can help successful teams understand current issues that are important to voters and develop relevant campaign messages. Online Campaigns: Online campaigns have become more popular in modern political campaigns and can help successful teams build voter engagement and expand a campaign's reach. Live Campaigns: Live campaigns such as campaign tours, rallies, and candidate debates remain an important part of political campaigns and can help successful teams build relationships with voters and amplify campaign messages. Social Media: Social media can be a highly effective tool in modern political campaigns and can help successful teams build voter engagement, expand campaign reach, and amplify campaign messages. Positive Campaigns: Campaigns focusing on positive messages and a strong vision can help successful teams build strong support from voters. Assembling a Strong Team: A successful team of experienced people with different skills can help strengthen the campaign and ensure that the right strategies are used to win the election. Financial Management: Effective financial management can help successful teams maximize the use of resources and ensure that campaigns run smoothly.

A U.S. Cancer Center's Interactive Cancer Education Program for Spanish-Speaking Latinos during COVID-19 Pandemic

Cancer is a leading cause of mortality in U.S. Latino adults, a group with limited access to screening, higher rates of advanced disease, and prone to online misinformation. Our project created a Facebook Live social media video campaign on general cancer prevention, screening, risk, information, and resources, targeting Spanish-monolingual Latinos during the COVID-19 pandemic. Our project consisted of a hybrid video campaign model released to Facebook social media platform between October and December 2021, where pre-recorded videos or livestream interviews were delivered in Spanish with auto-generated, language-concordant subtitles to increase accessibility for the hearing-impaired. The videos featured fluent and ethnically concordant cancer topic experts. The content of these videos included introductions to the local academic cancer center as a resource, general cancer risk factors, screening, early detection and lifestyle modifications. The livestream interview format consisted of structured questions followed by time allocation for community members to ask questions in real time through Facebook Live comments. At interview conclusion, the recording was promptly uploaded within minutes for future replay. Performance metrics as reported by Facebook media analytics were collected, including total views, people reached, impressions, engagements, and shares. A total of 7 videos (4 pre-recorded, 3 livestream interviews) were released onto Facebook social media platform generating 2 hours, 55 minutes, and 32 seconds of playtime, 161 shares, 1000 engagements, 12,000 views, 19,000 people reached, and 34,000 impressions from October 2021 to January 2022. The video with the most views (4,400), people reached (7,100), and impressions (10,000) was the pre-recorded "The importance of a healthy diet in the prevention of cancer." The video with the least views (355), people reached (747), and impressions (904) was the livestream interview, "Cancer and nutrition." The pre-recorded videos accumulated more views (9,607) than the livestream interviews (2,707). The highest performing livestream interview by views, people reached, impressions, shares, and engagements were, "Cancer in the Latino community." Our project bidirectionally engaged Spanish-monolingual Latino community members and culturally/linguistically concordant cancer experts during the COVID-19 pandemic. Strengths included developing community partnerships and collaborations, providing evidence-based cancer information in a culturally responsive manner to a marginalized group, and presenting an academic cancer center as an accessible resource to its community. Programmatic efforts to improve our project include formalizing evaluation strategies to capture medical engagement via cancer screening and detection rates, delivering focused cancer discussions by disease sites, and further expanding audience base through mixed media formats.

Engaging the community served: a U.S. Cancer Center's Facebook live cancer awareness campaign for Spanish-speaking Latinos during COVID-19.

Cancer is the leading cause of mortality in U.S. Latino adults, a group with limited access to screening, higher rates of advanced disease, and prone to online misinformation. Our project created a Facebook Live social media video campaign on general cancer prevention, screening, risk, information, and resources, targeting Spanish-monolingual Latinos during the COVID-19 pandemic. Content was delivered in Spanish by fluent, ethnically concordant topic experts and cancer center staff. Four prerecorded and three livestream interview videos were produced, amassing over 161 shares, 1,000 engagements, 12,000 views, 19,000 people reached, and 34,000 impressions in a span of four months. Strengths of this project included developing community partnerships and collaborations, providing evidence-based cancer information in a culturally responsive manner to often-excluded community members during COVID-19 pandemic, and presenting our cancer center as an accessible resource to the wider community. Future directions include formalizing evaluation strategies to capture medical engagement via cancer screening and detection rates, delivering focused cancer discussions by disease sites, and further expanding audience base through mixed media formats.

Evaluating the reach and impact of Still Six Lives: A national stillbirth public awareness campaign in Australia

BackgroundThe Still Six Lives campaign aimed to increase awareness of stillbirth among Australian women and educate people about three modifiable behaviours that pregnant women could take to reduce the risk of stillbirth. The campaign used earned media, digital advertising and social media. AimThe aim of this study is to evaluate the impact of the campaign on Australian women’s awareness of stillbirth, and knowledge of the three modifiable behaviours. MethodsThe study collected process evaluation data about campaign implementation from digital platforms. The impact evaluation comprised of two components: a three-wave community survey of Australian women aged 18–50 years old, and a pre-post cross-sectional maternity service survey of pregnant women. ResultsThe campaign gained significant reach, including 2,974,375 completed video views and 910,000 impressions via social media influencers. The community surveys had 1502 participants at baseline, 1517 mid-campaign and 1598 post-campaign. Participants were slightly more likely to have encountered messages about stillbirth after the campaign (aOR 1.30, 95% CI 1.09–1.55). There were increases in awareness of each behaviour after the campaign: be aware of baby’s movements (aOR 1.26, 95% CI 1.08–1.47), quit smoking (aOR 1.27, 95% CI 1.10–1.47) and going-to-sleep on side (aOR 1.55, 95% CI 1.32–1.82). The antenatal clinic survey had 296 participants at baseline and 178 post-campaign. Post-campaign, there was an increased likelihood that women were aware of side-sleeping (aOR 3.11, 95% CI 1.74–5.56). ConclusionsThe national campaign demonstrated some evidence of change in awareness of three modifiable behaviours that can reduce the risk of stillbirth.

Habitat and Season Effects on Small Mammal Bycatch in Live Trapping.

Trapping small mammals is frequently used to study the dynamics, demography, behavior and presence of pathogens. When only particular small mammal species are in the focus of interest, all other species are unnecessary bycatch. We analyzed data from extensive live trapping campaigns conducted over the last decade in Germany, following a consistent standard trapping protocol that resulted in about 18,500 captures of small mammals. Animals were trapped with Ugglan multiple capture traps in grassland, forest and margin habitat. Trap success and the proportion of bycatch were about 30% when target species were common voles (Microtus arvalis) in grassland and common voles and bank voles (Clethrionomys glareolus) in margins and forests. This was more pronounced in spring and along margins. Species mentioned in the early warning list according to the Red List Germany were higher in numbers and proportion in spring and in grassland. The results will help to avoid periods with enhanced presence of bycatch, including endangered species (if the purpose of the study allows) or to pay particular attention in certain seasons and habitats when the occurrence of bycatch is most likely.

Population-Wide NCD Screening and Management in Egypt's 100 Million Healthy Lives Campaign: A Cost-Effectiveness of Study

Population-Wide NCD Screening and Management in Egypt's 100 Million Healthy Lives Campaign: A Cost-Effectiveness of Study

The Ground-Based BIOMEX Experiment Verification Tests for Life Detection on Mars.

The success of an astrobiological search for life campaign on Mars, or other planetary bodies in the Solar System, relies on the detectability of past or present microbial life traces, namely, biosignatures. Spectroscopic methods require little or no sample preparation, can be repeated almost endlessly, and can be performed in contact or even remotely. Such methods are therefore ideally suited to use for the detection of biosignatures, which can be confirmed with supporting instrumentation. Here, we discuss the use of Raman and Fourier Transform Infrared (FT-IR) spectroscopies for the detection and characterization of biosignatures from colonies of the fungus Cryomyces antarcticus, grown on Martian analogues and exposed to increasing doses of UV irradiation under dried conditions. The results report significant UV-induced DNA damage, but the non-exceeding of thresholds for allowing DNA amplification and detection, while the spectral properties of the fungal melanin remained unaltered, and pigment detection and identification was achieved via complementary analytical techniques. Finally, this work found that fungal cell wall compounds, likely chitin, were not degraded, and were still detectable even after high UV irradiation doses. The implications for the preservation and detection of biosignatures in extraterrestrial environments are discussed.

Do high engagement Instagram images influence presidential candidate evaluation? The moderating effect of familiarity

PurposeThis paper aims to examine how exposure to a presidential candidate's high engagement Instagram images influences a citizen's candidate evaluations.Design/methodology/approachData were collected via Amazon MTurk. A 3 × 2 experimental design was employed to test the persuasive effect of exposure of the “most liked” and “most commented on” images of the top four 2016 US presidential primary candidates on a US citizen's candidate evaluation.FindingsResults reveal that highly engaging Instagram images of unfamiliar presidential candidates positively influenced candidate evaluations. However, the same was not true for more well-known presidential candidates.Research limitations/implicationsThis study was not conducted during a live campaign and only examined four of the top 2016 presidential primary candidates.Practical implicationsThe research includes implications for marketers seeking to increase engagement and reach in Instagram marketing campaigns. This study shows that even brief exposure to a highly engaged post involving an unfamiliar person/product on social media can significantly alter evaluations of that person or product.Originality/valueTo the authors' knowledge, no experimental designs have addressed how Instagram posts influence users' political attitudes and behaviors within the political marketing and communications literature.

Got a Spark with Brook? Engaging Consumers in a Sexual Health Campaign through the Use of Creative (Metaphorical) Double Entendres

ABSTRACT This paper describes a study conducted in collaboration with a marketing agency and a nonprofit organization (NPO) providing regional sexual health services, which included advice on, and testing for, sexually transmitted infections (STIs). The study investigated the relative effectiveness of different formulations of double entendres on appeal, humor, the likelihood of social media engagement, and intention to seek more information about STIs. Advertisements containing double entendres were significantly more appealing and humorous if: (1) the grammatical formulation did not cue the intended meaning; (2) the double entendre involved a creative metaphorical expression; and (3) the double entendre referred to the middle part of the sexual scenario, referring to action rather than intent or result. Participants’ ratings varied very little according to their age, gender, and education. However, a qualitative investigation of the free-text responses revealed that there was some variation in the types of interpretations that were offered by participants depending on their age, gender, and education. The marketing agency incorporated our findings into their live campaign, which resulted in a notable increase in: (a) website traffic and social media engagement; (b) STI home-testing kits ordered; and (c) STI kits returned for testing, compared with previous campaigns.

The dark side of pseudoscorpion diversity: The German Barcode of Life campaign reveals high levels of undocumented diversity in European false scorpions.

DNA barcoding is particularly useful for identification and species delimitation in taxa with conserved morphology. Pseudoscorpions are arachnids with high prevalence of morphological crypsis. Here, we present the first comprehensive DNA barcode library for Central European Pseudoscorpiones, covering 70% of the German pseudoscorpion fauna (35 out of 50 species). For 21 species, we provide the first publicly available COI barcodes, including the rare Anthrenochernes stellae Lohmander, a species protected by the FFH Habitats Directive. The pattern of intraspecific COI variation and interspecific COI variation (i.e., presence of a barcode gap) generally allows application of the DNA barcoding approach, but revision of current taxonomic designations is indicated in several taxa. Sequences of 36 morphospecies were assigned to 74 BINs (barcode index numbers). This unusually high number of intraspecific BINs can be explained by the presence of overlooked cryptic species and by the accelerated substitution rate in the mitochondrial genome of pseudoscorpions, as known from previous studies. Therefore, BINs may not be an appropriate proxy for species numbers in pseudoscorpions, while partitions built with the ASAP algorithm (Assemble Species by Automatic Partitioning) correspond well with putative species. ASAP delineated 51 taxonomic units from our data, an increase of 42% compared with the present taxonomy. The Neobisium carcionoides complex, currently considered a polymorphic species, represents an outstanding example of cryptic diversity: 154 sequences from our dataset were allocated to 23 BINs and 12 ASAP units.

Social watching the 2020 presidential and vice-presidential debates: the effect of ideological homogeneity and partisan identity strength

This study presents a novel test of the effects of social watching a live campaign debate. We recruited just over 500 participants to view one of the two 2020 presidential campaign debates or the vice-presidential debate in real time via Zoom watch rooms. We experimentally manipulated the social dynamics of these Zoom watches to include either ideologically homogenous real-time chat, heterogenous chat, or no chat. We found asymmetry in the extent to which these chat manipulations exacerbated biased information processing. Participants in the homogenous chat Zoom sessions were more likely to provide negative debate performance evaluations of the out-group candidate but were no more likely to provide positive evaluations of the in-group candidate. Stronger partisans exhibited more bias in performance evaluation regardless of chat condition but, contrary to our expectations, did not engage in more chat compared to weak partisans.

Lebensrettende Systeme

The European Resuscitation Council (ERC) has produced these Systems Saving Lives guidelines, which are based on the 2020 International Consensus on Cardiopulmonary Resuscitation Science with Treatment Recommendations. The following topics are covered: chain of survival, measuring performance of resuscitation, social media and smartphones apps for engaging the community, European Restart a Heart Day, World Restart a Heart, KIDS SAVE LIVES campaign, lower-resource setting, European Resuscitation Academy and Global Resuscitation Alliance, early warning scores, rapid response systems, and medical emergency team, cardiac arrest centres and role of dispatchers.

Toward Meeting the Challenges of Improving Cardiovascular Health in Egypt.

Toward Meeting the Challenges of Improving Cardiovascular Health in Egypt.

Outcome of implementing Surgical Safety Checklist in Pediatric Surgery in Tertiary Level hospital

The World Health Organization (WHO) implemented the Surgical Safety Checklist (SSCL) as a part of Safe Surgery Saves Lives campaign. Even after 12 years of implementation of WHO SSCL, available literature is still lacking from developing countries, where the potentially greatest impact could have been observed. A prospective randomized controlled trial done in Tertiary level hospital from September 2018 – February 2020 enrolled pediatric patients aged 0 day to 15 years. The patients were randomly allocated into groups by lottery as Group A - control and Group B – Intervention group. Group A was given the basic pre-operative care. Group B were enrolled in the safety checklist. The data were collected in the printed forms and analyzed. The patients were followed for surgical site infections (SSI). Compliance of the safety checklist was assessed with completion of the checklist fully or partially. Total cases enrolled were 310 with 155 in each group. Age of patients ranged from 1 day to 15 years. SSI was present in 35 patients in group A and 29 patients in group B. The Outcome of implementation of SSC on appearance of SSI was not significant. SSI was decreased on checklist implementation with OR of 0.78 (95% CI 0.45 – 1.37). Outcome of SSC compliance shown by OR was 0.39 (95% CI 0.15 – 0.99). Use of SSCL decreases the postoperative complications and improves the outcome. Compliance is the key to success of the implementation of the checklist.

European Resuscitation Council Guidelines 2021: Systems saving lives

The European Resuscitation Council (ERC) has produced these Systems Saving Lives guidelines, which are based on the 2020 International Consensus on Cardiopulmonary Resuscitation Science with Treatment Recommendations. The topics covered include chain of survival, measuring performance of resuscitation, social media and smartphones apps for engaging community, European Restart a Heart Day, World Restart a Heart, KIDS SAVE LIVES campaign, lower-resource setting, European Resuscitation Academy and Global Resuscitation Alliance, early warning scores, rapid response systems, and medical emergency team, cardiac arrest centres and role of dispatcher.

Effect of Healthy Life Campaigns on Controlling Obesity Transmission: A Mathematical Study

In this study, we present a mathematical model that describes how obesity spread among the human population, considering human awareness levels to describe the difference in lifestyle of humans, in which the transition between this group depends on the media campaign from the authority about the importance of healthy lifestyles and persuasive capability of individuals who quit obesity. The model constructs as four-dimensional nonlinear ordinary differential equations. Possible equilibrium points are investigated regarding their existence and local stability criteria. Basic reproduction number (R 0) of the model obtained from the next-generation matrix approach. It has been shown that the obesity-free equilibrium is locally asymptotically stable if R 0 is less than one and unstable otherwise. A transcritical bifurcation when R 0 = 1 was investigated using the Castillo-Song bifurcation theorem. From the elasticity analysis, we find that the social contact rate is the most influential parameter in determining the magnitude of R 0, followed by a healthy life campaign from the government. A short discussion to understand the possible scenario in the field obtained numerically based on our analytical results conducted at last.