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Published on: October 28, 2020
Dual pathways to performance: Creator self-efficacy and identity navigation in cross-platform migration
1School of Art and Design, Guangzhou Institute of Science and Technology, Guangzhou, China.
Content creators successfully adapt to new platforms by developing platform adaptation self-efficacy (PSE) and cross-cultural identity navigation (CN). Digital pioneer status further boosts engagement performance.
Area of Science:
- Digital Media Studies
- Sociology of Technology
- Cross-Cultural Communication
Background:
- Content creators migrate across diverse digital platforms with unique affordances, norms, and cultures.
- Understanding successful creator adaptation is crucial in a fragmented digital ecosystem.
- Existing research often overlooks the nuanced adaptation processes across distinct platform environments.
Purpose of the Study:
- To examine how creator characteristics influence engagement performance through platform adaptation self-efficacy (PSE) and cross-cultural identity navigation (CN).
- To investigate the moderating role of digital pioneer status in creator adaptation.
- To identify cognitive and relational pathways for successful cross-platform migration.
Main Methods:
- Theoretical framework integrating institutional, boundary-spanning, and social cognitive theories.
- Survey data collected from 219 international content creators migrating from TikTok to China's RedNote.
- Statistical analysis to assess the influence of creator characteristics, PSE, CN, and digital pioneer status on engagement performance.
Main Results:
- Content transferability and cross-platform social capital positively predict PSE and CN.
- PSE and CN are critical mediators linking creator resources to enhanced engagement performance.
- Digital pioneer status significantly strengthens the positive relationship between PSE and engagement performance.
Conclusions:
- Creator characteristics significantly impact adaptation success via cognitive (PSE) and relational (CN) pathways.
- Findings challenge assumptions about the universal role of cultural adaptability, highlighting platform-specific navigation.
- Provides practical insights for creators and platforms aiming to optimize cross-platform adaptation and engagement.
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