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Healthcare workforce shortages, particularly in rural areas, present a global challenge. The purpose of this study is to explore the leadership dynamics within federally qualified health centers (FQHC) in rural Oklahoma, focusing on recruitment, retention, job satisfaction and development practices.

Eighteen managers with five or more years of tenure from Oklahoma FQHCs were interviewed. Leadership’s role in influencing job satisfaction, recruitment, retention and development practices was analyzed using a multilevel ecological framework through qualitative content analysis with NVivo.

The analysis includes ten key themes including the critical role of leadership in addressing recruitment and retention challenges, the importance of aligning organizational culture, rural culture, access challenges, trainings and values with workforce development initiatives, and the impact of leadership practices on job satisfaction.

This study uniquely examines leadership strategies in rural FQHCs, integrating ecological considerations for cultural, logistical and community-specific factors. It emphasizes the pivotal role leadership plays in shaping workforce development. As rural healthcare evolves, refining these approaches is crucial for addressing workforce challenges, improving healthcare access and ensuring that rural FQHCs remain sustainable, driving positive outcomes for healthcare professionals and communities.

This study aims to investigate how over-the-top (OTT) media services affect consumers’ demands for value, convenience, visual experience and their ability to advance media communications. This study also examines the constructs that impact viewers’ satisfaction and subsequently lead to continuance usage intention of OTT platforms. Using the stimulus-organism-response (SOR) model as the theoretical basis, the present study constructs include content quality, accessibility, entertainment, hedonic value, attitude, satisfaction and continuance usage intention of OTT platforms.

The responses were collected from 1,280 OTT platform users in Malaysia through online questionnaires. This study aimed to examine the perceptions of OTT viewers towards their satisfaction and continuance usage intention of the respective platforms. The study used a quantitative approach, and the relationships among the study constructs were assessed using partial least squares – structural equation modelling.

The present study found that the content quality and accessibility were significant in determining OTT viewers’ perceived hedonic value and attitude, which subsequently led to their satisfaction and continuance usage intention of OTT platforms. Additionally, it was identified that satisfaction had a substantial influence on viewers’ continuance usage intention of OTT platforms.

This study uses the SOR model to determine the relationships among OTT platform characteristics, hedonic value, attitude, satisfaction and continuance intention.