Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing

A challenge in digital content marketing is to create meaningful messages on moments. To do so, brands frequently align social media with topical moments, also known as Real-time Marketing (RTM). While RTM aims make connections, the creative development subject time pressure due its real-time nature, which could have a negative effect originality and craftsmanship, two other creativity dimensions besides meaningfulness drive consumer responses. We address this tension by examining crafting of Instagram consequences. Based analysis 516 messages, we indeed found bias for RTM, such that comes at expense craftsmanship. However, findings from analysis, well an additional experiment (N = 245), showed only craftsmanship originality, not meaningfulness, positively induced Implications are discussed.