Live streaming e-commerce emphasizes the role of live streaming influencers and the dynamic interactions between viewers and live streaming influencers. Utilizing data collected from 400 questionnaires, this study delves into the mechanisms through which characteristics of live streaming influencers influence consumer purchase intentions, with a focus on consumer emotional trust as a mediating variable as well as consumer education level, age, perceived risk, and live-stream engagement as moderating factors. The findings indicate that the traits of live streaming influencers have a positive effect on consumers’ intent to purchase. Emotional trust mediates the influence of live streaming influencer characteristics on purchase intention. Consumers’ educational level positively moderates the relationship between the professionalism and homogeneity of influencers and their purchase intentions, while it negatively moderates the relationship between influencers’ attraction and interactivity with purchase intentions. Additionally, the age of consumers positively moderates the link between the professionalism of influencers and purchase intentions, but negatively moderates the links between homogeneity, attraction, and interactivity of influencers and purchase intentions. Furthermore, both consumers’ educational level and age positively moderate the impact of emotional trust on purchase intentions. Lastly, perceived risk and live-stream engagement respectively exert negative and positive moderating effects on the influence of influencer professionalism and attraction on purchase intentions. The study contributes to influencer marketing theory by adopting an innovative approach to systematically investigate the collective influence of all four live streaming influencer characteristics (professionalism, homogeneity, attraction, and interactivity) within a comprehensive framework.

This study examined the association between health condition and conversion factors (i.e. environmental, individual and social) among workers in the ready-made garment (RMG) industry in Bangladesh. It used data gathered from a cross-sectional survey of 775 RMG workers in the Dhaka and Narayanganj districts. Using multiple logistic regression, the study found that: (1) achieving good health among RMG workers is hindered by various factors including high job-related demands, high noise levels, workplace crowding, heavy workloads, and low level of educational attainment; (2) job-related rewards and marital status have contributed to achieving good health; (3) health condition of workers is worse for women than for men; and (4) poor health condition is more prevalent among the oldest age group than in the lowest age category. The main contributions of this research: (1) this study develops a comprehensive framework to determine the factors affecting the health condition of manufacturing workers in general, and RMG workers in particular; and (2) it also examines the effects of both psychosocial and physical working conditions on the health of RMG workers.

The paper explores the factors driving Outward Foreign Direct Investment (OFDI) by Emerging multinational enterprisess (EMNEs) and the patterns of knowledge transfer in six cases of EMNEs from three BRICS’ economies (India, China and South Africa). It found that there are significant differences between the OFDI from EMNEs and Developed multinational enterprise (DMNEs), which cannot be explained by using traditional FDI models. The way that EMNEs enter and operate in developed and developing countries are different. Knowledge transfers between EMNEs and developing host economies are predominantly one way and the former transfers more technology and knowledge than they gain. In the case of EMNEs and developed host economies, the knowledge and technology transfers appears to be more evenly matched, a two-way street benefitting both parties. The paper makes two major contributions: (i) it attempts to identify and distinguish the factors driving OFDI and patterns of knowledge transfer of OFDI from EMNEs and shows how they differ from DMNEs; (ii) it highlights aspects of OFDI by EMNEs such as expansion into countries outside their respective regions, and different patterns of technology and knowledge transfer in the South and North respectively.