| Abstract |
| There is a very few empirical studies on individual creativity in an advertising creative organization. This paper delves into the mediating role of job motivation in the relationship between job condition factors and individual creativity. The research hypothesis are based on the existing studies on the above mentioned two concepts. 260 ad creative professionals are surveyed and the hypothesis tests are done with the causal structural equation analysis. The results are as follows. First, internal motivation do not mediate between team culture and creativity, but, team member relation, job time and resource support are found to affect individual creativity via internal motivation. As for the mediating effects of the external job motivation, job time and resources supports are found to be mediated. The results of the paper have practical implications for effective management of advertising creative teams. We urge further studies in the line that would help to better our the theoretical understanding of how we manage to create advertisement effectively in ad agencies. |
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| Key Words |
| 광고크리에이티브, 창의성, 업무동기, ad creative, creativity, motivation |
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