Xuan Liu

Purpose While short-video platforms have gained prominence in health communication, limited research has investigated their role in physician-led health messaging. The objective of this study is to enhance understanding of how celebrity physicians in China use Douyin for health communication and audience engagement. Design/methodology/approach A quantitative content analysis was conducted on 240 videos from 30 celebrity physicians, collected between 6 November and 6 December 2023. A coding framework comprising 4 main categories and 41 subcategories was developed based on message sensation value theory to assess account engagement, video content, video format and health-care promotion. The coding process was completed in January 2024. Findings User engagement largely remained at the level of likes and saves, with fewer deeper interactions such as comments and shares. Results also indicate viewers strongly preferred health advice content featuring concise oral narration by a single physician, short video duration, original background music and clear subtitles. Educational and humorous presentations significantly boosted user engagement. However, ethical concerns emerged, notably regarding information accuracy and transparency in advertisements, potentially influencing audience trust toward celebrity physician-led content. Originality/value The findings contribute to the growing body of literature on digital health communication and offer practical recommendations for both celebrity and non-celebrity physicians to enhance their health messaging strategies on Douyin and similar platforms.

Previous studies on the effects of emotional context on memory for centrally presented neutral items have obtained inconsistent results. And in most of those studies subjects were asked to either make a connection between the item and the context at study or retrieve both the item and the context. When no response for the contexts is required, how emotional contexts influence memory for neutral items is still unclear. Thus, the present study attempted to investigate the influences of four types of emotional picture contexts on recognition memory of neutral words using both behavioral and event-related potential (ERP) measurements. During study, words were superimposed centrally onto emotional contexts, and subjects were asked to just remember the words. During test, both studied and new words were presented without the emotional contexts and subjects had to make “old/new” judgments for those words. The results revealed that, compared with the neutral context, the negative contexts and positive high-arousing context impaired recognition of words. ERP results at encoding demonstrated that, compared with items presented in the neutral context, items in the positive and negative high-arousing contexts elicited more positive ERPs, which probably reflects an automatic process of attention capturing of high-arousing context as well as a conscious and effortful process of overcoming the interference of high-arousing context. During retrieval, significant FN400 old/new effects occurred in conditions of the negative low-arousing, positive, and neutral contexts but not in the negative high-arousing condition. Significant LPC old/new effects occurred in all conditions of context. However, the LPC old/new effect in the negative high-arousing condition was smaller than that in the positive high-arousing and low-arousing conditions. These results suggest that emotional context might influence both the familiarity and recollection processes.

Many studies concerning deviant innovation behavior mainly focus on the influence of personality differences or leadership styles, and there is a lack of attention given to internal cognitive factors related to actors. Therefore, the purpose of this paper is to examine the internal mechanism of perceived support for innovation on deviant innovation behavior. A two-wave study was conducted among 393 knowledge workers from 10 knowledge-intensive enterprises in the People's Republic of China. Model 4 and Model 14 from SPSS macro PROCESS are used to test the mediating effect of innovation commitment and the moderating effect of threatened self-identity, respectively. The findings suggest that perceived support for innovation can significantly predict deviant innovation behavior; innovation commitment fully mediates the relationship between perceived support for innovation and deviant innovation behavior; public threat to self-identity plays a moderating role in the relationship between innovation commitment and deviant innovation behavior; and public threat to self-identity moderates the mediating effect of innovation commitment on perceived support for innovation and deviant innovation behavior. This study enriches the research on antecedent variables of deviant innovation behavior, and highlights the important role of situational factors on the whole mechanism.