Multi-Agent Simulation Approach for Investigating the Evolution Pattern Analysis of Digital Creativity Considering Task Diversity

In the digital age, a wide variety of digital devices are available for work and entertainment, and digital creativity has emerged as a core source of competitiveness. Thus, companies try to enhance their digital creativities to more firmly establish their competitiveness in the marketplace. The purpose of this research is to longitudinally explore the evolutionary pattern of digital creativity in order to explain how communication effectiveness, task expertise, and the tendencies of digitalists affect digital creativity. To add more rigor to the proposed research model, task diversity is included as a moderating factor. To test the validity of the proposed digital creativity model over time, we adopted multi-agent simulation (MAS) using the NetLogo platform to test the digital creativity model over 48 time lags. The experimental results revealed that the proposed digital creativity model is valid and robust enough to explain the creative activities of digitalists.