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What Drives Creative Crowdsourcing? An Exploratory Study on the Persuasion of Digital Storytelling / Wei Xiao, Xiaoling Wang, Senmao Xia, Paul Jones

Science, Technology and Society, Start page: 097172182110253

Swansea University Author: Paul Jones

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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...

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Published in: Science, Technology and Society
ISSN: 0971-7218 0973-0796
Published: SAGE Publications 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa57050
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spelling 2021-09-03T10:08:26.3683372 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 097172182110253 SAGE Publications 0971-7218 0973-0796 Digital storytelling, creative crowdsourcing intention, Unified Theory of Acceptance and Use of Technology, creative crowdsourcing 3 7 2021 2021-07-03 10.1177/09717218211025355 https://journals.sagepub.com/doi/abs/10.1177/09717218211025355 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2021-09-03T10:08:26.3683372 2021-06-08T09:38:34.3148466 School of Management Business 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
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
author_id_str_mv 21e2660aaa102fe36fc981880dd9e082
author_id_fullname_str_mv 21e2660aaa102fe36fc981880dd9e082_***_Paul, Jones
author Paul, Jones
author2 Wei Xiao
Xiaoling Wang
Senmao Xia
Paul Jones
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institution Swansea University
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doi_str_mv 10.1177/09717218211025355
publisher SAGE Publications
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url https://journals.sagepub.com/doi/abs/10.1177/09717218211025355
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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 2021-07-03T04:22:31Z
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