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This paper aims to understand how virtual influencers (VIs) can promote interethnic tolerance, online, among youth as a social good.

This paper conducted qualitative research using interpretive analysis with RTA (Reflexive Thematic Analysis) on data collected through focus groups.

This paper revealed that the quality of the VI’s content is a leading factor influencing VI's ability to promote interethnic tolerance, but creating content that is constantly authentic, appealing and inclusive to diverse ethnic groups in a particular context is challenging.

The study has some limitations related to the specific context on which it is focused and therefore transferring the findings to different contextual conditions requires caution, and also can be extended with positivist validation.

Findings from our study can drive future projects where real VI artifacts will play the role of a mediator in building strong relational trust among youth belonging to different ethnic groups. The findings indicate that VIs can be effectively used to foster interethnic tolerance if involve diverse team members who understand the ethnic culture deeply and social media experts, to create high-quality content to overcome some limitations.

VIs can be used as social interventions to promote interethnic tolerance and to reduce prejudices and anxiety in online youth communication.

To the best of the authors’ knowledge, no known studies investigated the potential of VIs for promoting interethnic tolerance among ethnically diverse youth groups. Hence, this study paves the way for further refinement on using cutting-edge technology for social good, since it is highly challenging, often resulting in wasted money.

The growing implementation of electronic health (e-health) systems has raised the importance of analyzing how these systems have been implemented in diverse regions. By employing a contextual sensitive approach and social mechanism theory, this study aims to better understand the reasons for the success and failure of e-health initiatives in the ex-Yugoslav region and derive useful insights for policymakers.

We employ a narrative review process grounded in the social mechanism theory, extended with field experts’ review, to acquire state-of-the-art information.

Findings indicate that different e-health systems coexist and evolve in different contexts in different countries, with varying levels of success. The contextual differences shape the broader environment, affecting the level of preparedness and capability for e-health implementation. Top-down approaches dominate e-health implementation in most countries when it comes to design process features, and more developed countries do not rely on strong social mechanisms for implementing e-health due to the openness of their culture towards e-health innovations.

Analyzing the milestones, challenges and functionalities of e-health systems in the region of interest can assist policymakers, academics and practitioners in making informed decisions and recommendations to enhance future e-health implementation.

No known studies evaluated e-health initiatives in the former ex-Yugoslav countries holistically and evolutionarily in the form of a comprehensive regional study. Further, our research endeavor is contextually specific since the health systems of these countries in the past were tied together under the federative umbrella health system and then diverged in terms of e-health development.