Pensiero divergente e performance dei social media influencer: quale ruolo per la creatività?

This chapter investigates the relationship between the performance of Social Media Influencers in the field of veganism, and creativity, understood as Divergent Thinking and measured with indicators of fluency, flexibility, elaboration and originality, with the aim of understanding how creativity is related to the number of followers, average likes obtained and views on YouTube. Although previous research has highlighted the importance of creativity for job performance, it is unclear what role it plays for emerging professions such as Social Media Influencers. Through the analysis of the content produced and published by them in social media such as Instagram, Youtube and personal blogs, it emerges that only certain dimensions of creativity, and in particular the detailed and in-depth processing of content has a correlation with certain components of analysed performance (number of followers) and is only relevant for content published on Instagram. These results allow us to extend our knowledge on the role of creativity to the social media sphere, which is still little explored despite its growing role in the current social and economic reality.