IDEAS home Printed from https://ideas.repec.org/a/spr/joiaen/v14y2025i1d10.1186_s13731-025-00529-1.html
   My bibliography  Save this article

Leveraging AI-generated and human-generated content for maximized user engagement in contentpreneurs’ innovation and creativity

Author

Listed:
  • M. Eshaq Stanikzai

    (Punjabi University)

  • Ella Mittal

    (Punjabi University)

Abstract

The rapid expansion of digital content has transformed engagement dynamics. Despite their growing influence, the impacts of AI-generated content (AIGC) and human-generated content (HGC) on user engagement (UE) via contentpreneurs’ innovation and creativity remain insufficiently explored. Addressing this research gap, this study examines how AIGC and HGC, via contentpreneurs’ innovation and creativity, influence UE. Using web-based and telephone survey data from 324 contentpreneurs across YouTube, Instagram, X, and Facebook, the study employs a CB-SEM approach to investigate the association between the construct variables. The findings disclose that AIGC and HGC significantly impact UE. The HGC effect is more convincing than AIGC due to its ability to foster authenticity, emotional connection, and personalized user experiences. Innovation and creativity are partial mediators, influencing the relationship between the predictors and the outcome variable. The study introduces an original conceptual model within contentpreneurship theory, integrating sustainability considerations into digital engagement strategies. It contributes to the creator economy by emphasizing the strategic value of both types of content creation in boosting innovation and creativity. This research highlights the optimization of AIGC and HGC, strategic brand building, and the sustainable development of their innovation and creativity. It also highlights the need for adaptable incentives.

Suggested Citation

  • M. Eshaq Stanikzai & Ella Mittal, 2025. "Leveraging AI-generated and human-generated content for maximized user engagement in contentpreneurs’ innovation and creativity," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-28, December.
    • Handle: RePEc:spr:joiaen:v:14:y:2025:i:1:d:10.1186_s13731-025-00529-1
    DOI: 10.1186/s13731-025-00529-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s13731-025-00529-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s13731-025-00529-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joiaen:v:14:y:2025:i:1:d:10.1186_s13731-025-00529-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.