The Exploratory Study of Creativity and Contents Creation in Social Media

소셜미디어 사용에서 창의성과 콘텐츠 제작에 대한 탐색적 연구

  • Kang, Sora (Division of Business Administration, Hoseo University) ;
  • Kim, Yoo Jung (Division of Business Administration, Hoseo University) ;
  • Han, Su Jin (Division of Business Administration, Hoseo University)
  • Received : 2016.07.19
  • Accepted : 2016.08.11
  • Published : 2016.08.31


Many users actively create and share digital contents in a variety of social media platforms. Social media users have become accustomed to posting or uploading their daily routines, and generating their contents by imitating others' contents or by creating their own unique contents on the basis of their creativity. Thus, this paper explores the relationship between individual creativity, imitation and creative behavior in using social media. In addition, the study demonstrates the moderating effect of individual characteristics such as age and educational level on the relationship between creativity and imitation. We conducted a three-month survey of 564 individuals using social media services and the results were used for hypotheses testing. The study results are summarized as follows. Firstly, creativity has a significant and positive impact on imitation, but not a direct impact on creative behavior. Secondly, the moderating effect of individual characteristics between creativity and imitation is not statistically significant. Based on these findings, this study presents practical and academic implications of the research.


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