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What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling
Science, Technology and Society, Volume: 27, Issue: 1, Pages: 23 - 45
Swansea University Author:
Paul Jones
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DOI (Published version): 10.1177/09717218211025355
Abstract
Crowdsourcing enterprises increasingly seek to attract and persuade makers to contribute their creativity and wisdom through digital storytelling, however, what are the effective components of digital storytelling and the persuasive effect of digital storytelling on creative crowdsourcing intention...
| Published in: | Science, Technology and Society |
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| ISSN: | 0971-7218 0973-0796 |
| Published: |
SAGE Publications
2022
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa57050 |
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| Abstract: |
Crowdsourcing enterprises increasingly seek to attract and persuade makers to contribute their creativity and wisdom through digital storytelling, however, what are the effective components of digital storytelling and the persuasive effect of digital storytelling on creative crowdsourcing intention are still unclear. To fill this gap, this study explores how digital storytelling persuades makers to generate creative crowdsourcing behavioural intention by utilising Unified Theory of Acceptance and Use of Technology (UTAUT). Results reveal that the persuasion activity of digital storytelling has a positive effect on creative crowdsourcing intention. The effective components of digital storytelling are mainly composed of aesthetic perception, narrative structure and self-reference. UTAUT and its four core concepts (performance expectation, effort expectation, social influence and facilitating condition) mediate the impact of digital storytelling on the creative crowdsourcing intention, which reveals the persuasive source of digital storytelling. We highlight the theoretical implications as well as the practical applications in creative crowdsourcing. |
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| Keywords: |
Digital storytelling, creative crowdsourcing intention, Unified Theory of Acceptance and Use of Technology, creative crowdsourcing |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
1 |
| Start Page: |
23 |
| End Page: |
45 |