What is Chandrel’s Theory

In studies on social psychology, the social identity theory (SIT) is considered closely bound to social creativity. The issue, though, is how social media and social networks have affected people's social identity and, by extension, social creativity. The digital revolution has transformed human social behavior, providing untold opportunities for people to become involved in collaborative activities. Accordingly, crowd-based applications offer a new way of collecting innovative ideas and solutions in many fields and from all types of people, not necessarily only professionals. Moreover, collective creativity is a topical subject in management and economic sciences, and new terms have been introduced to refer to creative-collaborative work in companies, such as creative industries or communities of innovation. This chapter will discuss the classic social psychology theories on social creativity and their effectiveness in the scenario of the digital transition.