## 5 Discussion
Such an outcome corresponded with the study by [PERSON] and [PERSON] [24]. Other researchers also pointed out that the synchronized interaction in CMC communication format had a similar effect to real time face-to-face communication. The combination of text, voice, and video would also remedy what was lacking in oral conversation. Therefore, the CMC communication format might not necessarily be less effective than the Ftf format [24; 25]. However, this finding was different from some earlier studies in the 1970s, which argued that the Ftf format had the highest communication richness [20; 21; 22; 23]. While the research findings revealed no significant difference between the CMC and Ftf communication formats in the perception of the availability of immediate feedback, previous studies did argue that the CMC media richness for interactivity was still behind the Ftf format [11; 35]. The research findings indicated that of the four dimensions of media richness, only the availability of immediate feedback had no significant correlation with potential creativity cognition performance. This outcome was supported by previous studies [37; 57]. However, the use of multiple cues, and language variety dimensions of media richness, did have an effect on the fluency variable of the potential creativity cognition performance. The three media richness dimensions; use of multiple cues, language variety, and personal focus of the medium also had a positive correlation with the elaboration variable of the potential creativity cognition performance, whereas the language variety dimension was correlated to the flexibility variable of the potential creativity cognition performance. These findings suggested that it would be easier for the learners of creativity to interpret and contemplate language and symbols transmitted by the media format that had better performance of fluency, flexibility, and originality in creative thinking. The availability of immediate feedback focused on the speed of information, meaning it has the ability to receive immediate response and to make corrections, as in Ftf when transmitting and receiving information. The creativity cognition focused on the breadth and depth of the information, which contributed to enhancing potential creative thinking. Therefore, the CMC and Ftf media influenced the result of creativity cooperation and new product development [29; 30; 31; 32; 33; 84; 85]. Although there were studies [12; 29; 30; 84] conducted to explore the creative results and communication satisfaction of different groups of people through different media, very few were related to media richness and creativity. This research study had attempted to fill this gap whereby the findings suggested that the CMC communication format could transmit better language variety and use of multiple cues of media richness that helped with fluency and elaboration of creative thinking. This result was different to previous studies that argued Ftf is more effective in this space. Therefore, the findings on the four dimensions of media richness and the four variables of creativity brought forth by this research had further expanded the relevant research field and the extended the depth of other original similar prior studies. In conclusion, the research explored the impact on potential creative thinking by media richness perception through creativity training via the CMC and Ftf communication formats. The result provided a theoretical and practical reference for corporations facing future challenges, method of utilizing media to acquire effective information, promoting education of sustainable development, and enhancing the individual or group creativity of the employees to help with maintaining sustainable operational competitiveness by social communication activities.