Rewards and creativity of Moroccan youtubers: A netnographic exploration

Abstract

Today, technological advances have paved the way for the emergence of atypical professions, one of the most predominant of which is content creation on YouTube. A growing number of people are taking up this activity, using the opportunities offered by the platform to share their passions, skills or simply their daily lives in return for payment. Of course, these atypical professions are not without their challenges. Competition has become fierce, and it's becoming very difficult to stand out in a world where there is a plethora of content. Youtubers have to constantly innovate, create original formats and stay connected with their community to maintain a loyal audience.

This article adopts a netnographic approach to explore the influence of extrinsic rewards on the creativity of moroccan youtubers in this virtual work context. The netnographic examination of three YouTube channels made it possible to observe our variables of interest in their context of manifestation and to provide an initial validation of a positive correlation between extrinsic rewards and creativity. However, the particularities of this research restrict the generalisation of the results obtained.

Keywords: Netnography, virtual context, HRM, methodology, rewards, creativity, YouTube, Morocco.

JEL Classification : J39

Paper type: Empirical research