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ORIGINAL RESEARCH article

Front. Public Health
Sec. Public Health Education and Promotion
Volume 12 - 2024 | doi: 10.3389/fpubh.2024.1446247

How do Health Content Creators Perform Well? An Integration Research of Short Video and Livestream Behaviors

Provisionally accepted
Qing Ye Qing Ye 1Hong Wu Hong Wu 2Rongyang Ma Rongyang Ma 3Shanshan Guo Shanshan Guo 2*Han Long Han Long 2*
  • 1 Tongji Hospital, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, Hubei Province, China
  • 2 School of Medicine and Health Management, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, Hubei, China
  • 3 School of Economics and Management, Tsinghua University, Beijing, Beijing, China

The final, formatted version of the article will be published soon.

    content, and advertising content on both short-term and long-term performance. The moderation effects of the creator's occupation and certification type were also analyzed.Results: Our form-level analysis revealed that health creators' behaviors in short videos and livestreaming play distinct roles in their performance. Livestreaming behaviors resulted in short-term economic returns, while short video behaviors had a more significant effect on follow-ups, which are often viewed as long-term, more sustainable performance indicators. Content-level analysis showed that content coverage and health knowledge content enhance long-term performance but do not increase short-term performance. Conversely, advertising content was found to be essential for securing short-term financial income. The study also identified that the creator's occupation and certification type moderate the impact of content on performance.Conclusion: This study integrates two media forms (short video and livestream), providing direct insights into the performance of health content creators in the realm of health education. Health content creators need to strategically balance their use of short videos and livestreaming to optimize both shortterm and long-term performance outcomes. Specifically, increasing content coverage and health knowledge can enhance long-term engagement, while incorporating advertising content is crucial for immediate financial gains.

    Keywords: Short-video platform, Livestream, ,Health content, Panel data, performance

    Received: 09 Jun 2024; Accepted: 20 Sep 2024.

    Copyright: © 2024 Ye, Wu, Ma, Guo and Long. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence:
    Shanshan Guo, School of Medicine and Health Management, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, 430030, Hubei, China
    Han Long, School of Medicine and Health Management, Tongji Medical College, Huazhong University of Science and Technology, Wuhan, 430030, Hubei, China

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.