Creators on social media platforms are increasingly engaging in collaborative content generation. Given the recognized value of integrating diverse perspectives and expertise from different domains, such as fostering innovation, improving content quality, and expanding audience engagement, this study aims to investigate the decision-making dynamics among creators involved in cross-domain collaboration. Drawing on social identity theory, we examine the effect of content domain differentiation on the formation of collaborative relationships and how creators' attributes of content diversity and influencing power alter these effects. Our data were collected from Bilibili, one of the largest Chinese video-sharing platforms, which offers a joint submission feature allowing multiple creators to publish their generated videos. We employ exponential random graph models (ERGMs) to analyze the formation of a collaboration network comprising 2490 creators. The findings reveal that content domain differentiation is negatively related to the formation of collaborative relationships, indicating that cross-domain collaborative relationships are less likely to occur compared to within-domain ones on social media. Furthermore, content diversity mitigates the negative effect of content domain differentiation, suggesting that creators with higher content diversity are more inclined to engage in cross-domain collaborations. Regarding influencing power, creators with less reach and activeness are more likely to participate in cross-domain collaboration. Interestingly, creators with institutional authority are less likely to form cross-domain collaborations, whereas those with individual authority are more likely, compared to non-authority creators. This study highlights the challenges in fostering cross-domain collaborative relationships on social media and elucidates actionable strategies to promote such collaborations.
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