Content creation intention in digital participation based on identity management on Twitch

Extant research lacks a systematic analysis of how creators' content creation can be motivated in a social media-enabled platform such as Twitch. This study fills this gap by building on self-presentation theory to develop a belief-motivation-intention model. We argue that creators' identity management and community support affect content creation and is influenced by their beliefs on self-presentation, which are characterised as self-efficacy, norms and social involvement. The results of empirical data support the proposed model. Our results have significant theoretical and managerial implications.