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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.

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