The creativity of bloggers: From the perspective of network embeddedness

Blogs change the ways to acquire information and the ways to present creativity. Bloggers share their creative ideas and articles on blogs. These creations (such as articles or figures) can make visitors stick on blogs and can bring in streams of people. Thus, it is important for blog services providers (BSP) to stir up bloggers to develop creativity. This study incorporates creativity theory and perspective of network embeddedness to explain the antecedents of bloggers´ creativity. A model of the blogger´s creativity was proposed in this paper. In this model, network embeddedness (structural embeddedness and relational embeddedness) positively influences the blogger´s creativity. Besides, the blogger´s motivation and integration capability are key moderators which positively moderate the relationship between network embeddedness and creativity in the research model. Understanding this issue will contribute to creativity research agenda and will help BSP to obtain advantages.