View Item 
        •   Utrecht University Student Theses Repository Home
        • UU Theses Repository
        • Theses
        • View Item
        •   Utrecht University Student Theses Repository Home
        • UU Theses Repository
        • Theses
        • View Item
        JavaScript is disabled for your browser. Some features of this site may not work without it.

        Browse

        All of UU Student Theses RepositoryBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

        The social identity of user innovators in the creative industries: an investigation of diffusion in the anime environment

        Thumbnail
        View/Open
        Final Thesis, 4789059, Pacher, S..docx (1.118Mb)
        Final Thesis, 4789059, Pacher, S..docx (1.118Mb)
        Publication date
        2023
        Author
        Pacher, Simone
        Metadata
        Show full item record
        Summary
        This Master's thesis conducts an explorative investigation into the social identities of user innovators operating within the creative industries, with a particular focus on the Anime environment. It is driven by the research question: "What are the social identities of user innovators that diffuse in the Anime environment?" Employing an inductive approach, this study uses in-depth interviews as its primary method for data collection and leverages the MEC technique, grounded theory, and the reservoir technique for a comprehensive and nuanced analysis of the gathered data. Our analysis leads to the identification of four distinct social identities of user innovators: Commercial, Communitarian, Artistic, and Communicative. Each of these identities exhibits distinct characteristics that map onto key dimensions of social identity and demonstrate a predilection for specific diffusion pathways. This research underscores the critical importance of understanding the social identities of user innovators in effectively tackling the widespread issue of diffusion failure. We outline practical strategies for industry practitioners, aiming to provide actionable insights that can encourage and facilitate the diffusion of user-driven innovations. This study marks a significant contribution to the scholarly discourse on user innovation, social identity, and diffusion processes within the landscape of creative industries.
        URI
        https://studenttheses.uu.nl/handle/20.500.12932/44990
        Collections
        • Theses
        Utrecht university logo