How has the digital environment affected advertising creativity? Digital’s impact on the creative process, person, and product: A Delphi study

This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product.
Goor, Kerr, and Jin

Management Slant

  • The digital environment has empowered creativity with new information, new technology, and new opportunities while underscoring the necessity to keep the human connection with consumers.
  • The creative process...
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