Content Creators Role in Artificial Intelligence Integrated Social media platforms and Creative Performance

Abstract

The study examines the relationship between playfulness, personal innovativeness, and flow experience in shaping the creative use of Artificial Intelligence integrated social media platforms, ultimately influencing creative performance. Additionally, the moderating role of Generations X, Y, and Z in these relationships is explored. Grounded in the Theory of Reasoned Action and Media Richness Theory, this research focuses on users of major social media platforms Facebook, TikTok, and Instagram. Utilizing a cross-sectional online survey of 480 respondents, the findings confirm that playfulness, personal innovativeness, and flow experience have a positive impact on the creative use of social media platforms, which in turn enhances creative performance. Moreover, the results validate the moderating influence of generational differences in this framework. The study makes theoretical contributions by integrating key constructs into a unified model, while also providing practical insights for social media developers, digital strategists, and policymakers. Several key policy recommendations and directions for future research are also discussed.