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The use of social media is an integral part of modern life, yet the impact of social media on creativity is a paradox. Drawing on the conservation of resources theory, the authors propose that social media, as an ecological condition, both nurture and deplete resources. Accordingly, the authors investigated two inconsistent mechanisms: creative self-efficacy and ego depletion.

Study 1 established the within-person effects of social media use on creativity by tracking 64 college students for five working days. Using a sample of 493 employee–leader-matched dyads in a national bank, Study 2 tested the entire model. Study 3 is a follow-up experiment based on a sample of 160 participants.

The results consistently showed that: (1) social media use had a positive impact on creativity in general; (2) social media use increased ego depletion and creative self-efficacy, which were two inconsistent mediators; (3) hedonic use of social media reduced the negative impact of cognitive use of social media on ego depletion.

This research sheds new light on the paradox between social media use and creativity and highlights the benefits of the balanced use of social media features. This research has implications for creative stimulation and job design in digital contexts.