Content creation intention in digital participation based on identity management on Twitch.
- Resource Type
- Article
- Authors
- Chou, Shih-Wei; Lu, Guan-Ying
- Source
- Behaviour & Information Technology. Oct2022, Vol. 41 Issue 12, p2578-2595. 18p. 2 Diagrams, 11 Charts.
- Subject
- *SOCIAL participation
*SOCIAL media
*MOTIVATION (Psychology)
*ATTITUDE (Psychology)
*INTERNET
*SELF-management (Psychology)
*GROUP identity
*SELF-efficacy
*INTENTION
- Language
- ISSN
- 0144-929X
Extant research lacks a systematic analysis of how creators' content creation can be motivated in a social media-enabled platform such as Twitch. This study fills this gap by building on self-presentation theory to develop a belief-motivation-intention model. We argue that creators' identity management and community support affect content creation and is influenced by their beliefs on self-presentation, which are characterised as self-efficacy, norms and social involvement. The results of empirical data support the proposed model. Our results have significant theoretical and managerial implications. [ABSTRACT FROM AUTHOR]