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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 |
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SAGE Publications
2022
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URI: | https://cronfa.swan.ac.uk/Record/cronfa57050 |
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2022-03-16T11:26:27.2570709 v2 57050 2021-06-08 What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling 21e2660aaa102fe36fc981880dd9e082 0000-0003-0417-9143 Paul Jones Paul Jones true false 2021-06-08 BBU 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. Journal Article Science, Technology and Society 27 1 23 45 SAGE Publications 0971-7218 0973-0796 Digital storytelling, creative crowdsourcing intention, Unified Theory of Acceptance and Use of Technology, creative crowdsourcing 1 3 2022 2022-03-01 10.1177/09717218211025355 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2022-03-16T11:26:27.2570709 2021-06-08T09:38:34.3148466 Faculty of Humanities and Social Sciences School of Management - Business Management Wei Xiao 1 Xiaoling Wang 2 Senmao Xia 3 Paul Jones 0000-0003-0417-9143 4 57050__20083__38e062f0f7fe4af2b6e4cdb10703f845.pdf AAM.pdf 2021-06-08T15:29:36.3562274 Output 495794 application/pdf Accepted Manuscript true Released under a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND) true eng https://creativecommons.org/licenses/by-nc-nd/4.0/ |
title |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling |
spellingShingle |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling Paul Jones |
title_short |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling |
title_full |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling |
title_fullStr |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling |
title_full_unstemmed |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling |
title_sort |
What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling |
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21e2660aaa102fe36fc981880dd9e082_***_Paul Jones |
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Paul Jones |
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Wei Xiao Xiaoling Wang Senmao Xia Paul Jones |
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Science, Technology and Society |
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Swansea University |
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SAGE Publications |
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description |
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. |
published_date |
2022-03-01T04:12:29Z |
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11.017797 |