FEATURES OF THE CREATIVE POTENTIAL DEVELOPMENT OF INTERNET ADVERTISING SPECIALISTS

Abstract

The article is devoted to presenting the results of an empirical study of the specifics of creative potential manifestation and its psychological factors in internet advertising specialists. The relevance of the study is determined by rapid changes in the social, economic, and technological environment, which necessitate specialists’ capacity to generate new ideas and implement innovative solutions. The study of the creative potential of internet advertising specialists is particularly important, since creativity and adaptability determine campaign effectiveness and competitiveness in a dynamic digital environment. Creative potential has been defined as an integrative psychological construct, the structure of which is determined by a combination of cognitive, motivational, and activity-related components. A complex of psychological factors for the development of creative potential in internet advertising specialists has been substantiated, including: cognitive curiosity, a high level of cognitive complexity, achievement motivation, and risk-taking propensity. The research results have demonstrated a prevalence of the average level of creative potential among the respondents, which indicates the presence of basic personal qualities favorable for creativity, but also a potential that is not yet fully realized. The study results have shown an average level of cognitive curiosity, indicating a general interest without deep, independent cognition; high scores on the “Imagination” and “Complexity” scales have pointed to creative thinking and the ability to overcome intellectual difficulties; men have exhibited a higher readiness for risk, which signifies initiative and independence, while women have shown greater caution. An analysis of the results has revealed the prevalence of an average level of achievement motivation, which indicates a sufficient striving for goals, persistence, and psychological resilience in the majority of respondents. The results of the correlation analysis have shown that the identified factors have statistically significant positive correlations with creative potential, which underscores their important role in the formation and development of creative abilities in internet advertising specialists. The data obtained have made it possible to confirm the hypothesis put forward.