The adoption of multi-sided market platforms within the South African creative economy

Abstract

This study aimed to explore the adoption of multisided marketplace platforms (MSMPs) within the South African creative economy, given the limited evidence of their adoption, explicitly focusing on the visual art domain participants. By applying a phenomenological design, the study aimed to understand how the phenomenon of marketplace platform adoption can create value for all stakeholders within the visual art ecosystem and develop a conceptual framework which addresses the unique needs of the visual art sector whilst providing valuable insights for future researchers to expand. A qualitative research approach was used to gather data from semi-structured interviews with ten visual art value chain members. Participants included actors representing the primary market, secondary market, support services and reception of the visual art ecosystem. The interview data were examined using thematic analysis, including inductive and deductive analysis. The study findings highlight the potential MSMPs have in creating value for all ecosystem actors within the South African visual art value chain. The research suggests that implementing appropriate platform policies and governance and positive experiences through platform features, functionality, design, layout, and social influence can increase adoption and retention with ecosystem members. Furthermore, the study suggests that co-creation impacts the adoption and sustained usage of MSMPs