## 2 Literature Review and Hypotheses
### Research Hypotheses of Media Richness and Creativity.  
Media richness and creativity have been researched extensively within their respective contexts, and this has been evident in the extant literature. Media richness has gained much attention in recent years given the advancement of modern technologies that facilitated the enhancement of media delivery and quality, influence, and outreach. Some of the key domains that have been previously explored include: the effects of media richness on social media [63], education learning [64], trust and loyalty [65], organizational learning [66], information quality [67], marketing [68], and communication [69].  
On the other hand, creativity has been a longstanding research theme from both an individual and organizational perspectives where the focus has been on instigating new ideas, new ways of thinking, and problem-solving. Previous studies have investigated creativity in different aspects, including: the influence of creativity on business performance [70], education teaching and learning [71], personal development and growth [72], marketing and new product development [73], and creativity assessment [54].  
However, there have been limited studies that explore the correlation between media richness and creativity. This research will explore specifically the relationship between the availability of immediate feedback of media richness, use of multiple cues, language variety, and personal focus of the medium with the four indices of fluency, flexibility, elaboration, and originality of creativity. The definitions of these key terms are briefly outlined in Tables 1 and 2.  
Given the above discussion, the following variables are proposed to be investigated in the research and are briefly explained accordingly. Figure 1 presents a hypothetical model for this research study.  
\begin{table}
\begin{tabular}{c c} \hline \hline
**Term** & **Definition** \\ \hline The availability of immediate feedback & The speed at which the user of communication media can receive immediate response when transmitting information and amend and revise the information. \\ \multirow{3}{*}{Use of multiple cues} & The degree of closeness to the actual situation of the language and non-verbal cues covered in the transmitted information through communication media. \\  & The degree of ease of interpretation or thinking without spending extra effort by the user when transmitting meanings of the language and symbols through the communication media. \\ \multirow{3}{*}{Personal focus of the medium} & The flexibility and adjustability of the communication media for the user. \\ \cline{2-3}  & Adapted from [PERSON] and [PERSON] (1984) and [PERSON], [PERSON] (2019) [16; 17]. \\ \hline \hline \end{tabular}
\end{table}
Table 1: Definitions of key terms related to media richness.  
\begin{table}
\begin{tabular}{c c} \hline \hline
**Term** & **Definition** \\ \hline Fluency & The ability to generate large quantity of thoughts. \\ Flexibility & The ability to look at familiar thought or situation in different ways. \\ Elaboration & The ability to add more details to existing thought. \\ Originality & The ability to produce new concept that others cannot think of. \\ \hline \hline \end{tabular}
\end{table}
Table 2: Definitions of key terms related to creativity.