Metaverse social media (MSM) is a transformative space for consumers, organizations, and society that fosters creative expression, collaborative value creation, and socio-economic interactions beyond traditional digital platforms. Although the metaverse has garnered increasing attention from scholars and practitioners, few studies have empirically explored how creativity-related beliefs influence youth attitudes and adoption intentions regarding MSM, especially in developing countries, where contextual barriers such as poor internet quality (QIC) exist. Drawing on the technological learning and usage theory and creativity support systems literature, this study conceptualizes attitude toward MSM for creativity (ATMC) as a user’s evaluative belief that metaverse platforms offer rich opportunities for creative exploration, innovation, and self-expression. We focus on three attitudinal dimensions (attitude toward success [ATS], attitude toward failure [ATF], and attitude toward the learning process [ATL]) and find that all three influence ATMC, which is moderated by QIC, which, in turn, drives the intention to adopt MSM (IMSM). Using Cameroon as the context and adopting a cross-sectional field research design, we employ a multi-analytical hybrid technique that combines structural equation modeling and artificial neural networks to evaluate our research model using a sample of 144 users. The results show that ATS and ATL are critical factors influencing ATMC; these can effectively influence consumer IMSM. QIC moderates the relationships between ATF, ATL, and ATMC. We contribute to the theoretical understanding of active youth attitudes and intentions toward metaverse technology in developing countries and offer practical guidance on how to encourage the active adoption of this technology to foster creativity.
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