1. When brand community participation feels effortless : an integrative framework of motivation, trust, interaction fluency, and consumer engagementArmand Faganel, Polona Dakič, 2026, original scientific article Abstract: Online brand communities enable knowledge exchange, peer support, content creation, and value co-creation, yet technically simple participation can feel costly while objectively demanding activity can feel smooth. This conceptual article develops the Effortless Brand Community Engagement Framework (EBCEF) to explain that anomaly. A structured integrative review directly consulted 58 cited sources, using a published review of 88 records and 41 included studies as inherited synthesis rather than as a newly screened corpus. Abductive theory development distinguishes perceived participation effort as a seven-dimensional resource appraisal from interaction fluency as the subsequent technological, interpretive, and social smoothness of participation. The five-stage framework links design and governance to psychological and relational mechanisms, effort, fluency, consumer engagement, observable participation behavior, continued participation, and downstream outcomes. Twelve proposition sets specify core paths and selected moderators, while the effortlessness paradox predicts when high-intensity or low-control features generate overload, privacy concern, reactance, or fatigue. The EBCEF advances theory by separating engagement from its behavioral and longitudinal consequences and offers managers a diagnostic basis for removing unnecessary burdens while preserving autonomy, meaningful challenge, trust, and consumer control. The constructs and dimensions remain theoretical expectations requiring empirical validation.
Keywords: online brand communities, consumer engagement, perceived participation effor, interaction fluency, self-determination, trust, value co-creation, brand advocacy
Published in RUP: 02.10.2026; Views: 218; Downloads: 9
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2. Public perceptions of generative AI in creative industries : a Reddit-based text mining studyMitja Bervar, Mirjana Pejić Bach, Tine Bertoncel, 2026, original scientific article Abstract: The integration of generative AI into creative industries is reshaping how content is produced, evaluated, and distributed. While recent advancements offer new opportunities for automation and innovation, they also raise questions about authorship, authenticity, and professional identity. This study examines public discourse on generative AI in creative domains through a text-mining analysis of nearly 4000 Reddit posts and comments. Drawing on six relevant subreddits from 2022 to 2025, the research investigates the structure of user engagement, interaction dynamics, and language patterns. It identifies dominant terms and phrases related to AI creativity, explores thematic clusters, and compares discussion styles across key tools such as Midjourney, ChatGPT, Stable Diffusion, and DALL·E. Additionally, it provides a sentiment overview based on automated classification and narrative interpretation. The findings show that Reddit users engage with generative AI not only as a set of technical tools but as a source of cultural, ethical, and creative negotiation. This study contributes to a deeper understanding of how digital transformation in creative industries is shaped by public perception, platform discourse, and evolving community norms.
Keywords: artificial intelligence, generative artificial intelligence, creative industries, human–AI collaboration, creative labor, text mining, Reddit, business ecosystems, value creation
Published in RUP: 16.02.2026; Views: 1670; Downloads: 37
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3. Generative artificial intelligence and the creative industries : a bibliometric review and research agendaMitja Bervar, Tine Bertoncel, Mirjana Pejić Bach, 2026, review article Abstract: Generative artificial intelligence (GenAI) is increasingly transforming creative industries through its ability to generate high-quality content, raising critical questions about authorship, ownership, and the future of creative labor. This paper addresses these challenges by conducting a systematic bibliometric review of 119 peer-reviewed articles on GenAI in the creative sectors, published between 2023 and 2025. The study applies PRISMA 2020 guidelines and keyword co-occurrence analysis using VOSviewer to identify thematic clusters and map research trends. The central research question is how the academic literature conceptualizes the role and impact of GenAI within creative industries and how this has evolved over time. Findings reveal nine major thematic areas, ranging from technical implementations to ethical, economic, and institutional perspectives. The analysis shows that recent research emphasizes not only the technological capacities of GenAI, but also its implications for value creation, creative agency, and industry structures. The main contribution of the paper lies in offering a structured overview of current research trajectories, clarifying conceptual ambiguities, and highlighting understudied areas—particularly regarding the intersection of GenAI, platform economies, and labor dynamics. The review also identifies a methodological gap in comparative empirical studies and proposes directions for future research. By mapping the evolving discourse on GenAI in creative industries, this study contributes to both scholarly understanding and policy development. It provides a foundation for interdisciplinary inquiry and a forward-looking agenda for critically assessing GenAI’s role in reshaping creative work.
Keywords: artificial intelligence, creative industries, human–AI collaboration, creative labor, business ecosystems, value creation
Published in RUP: 16.02.2026; Views: 2368; Downloads: 45
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