EXPLORING THE ROLE OF INFORMATION TECHNOLOGY IN SHAPING CULTURAL AND CREATIVE INDUSTRIES: DIGITAL INNOVATION AND SUSTAINABLE DEVELOPMENT
DOI:
https://doi.org/10.29121/shodhkosh.v7.i12s.2026.8350Keywords:
Digital Innovation, Information Technology, Cultural and Creative Industries, Cultural Sustainability, Creative Economy, Market AccessibilityAbstract [English]
The study examines the potential of “information technology (IT)” and digital innovation to address and support the “culture and creative industries (CCIs)” transformation into a more competitive and sustainable “new knowledge economy (NKE)”. The study employed a quantitative research design and data were collected from 200 respondents from all the cultural and creative sectors of Delhi NCR, India using structured questionnaires. The analysis of digital innovations' effectiveness, assessed in relation to their use, statistical tools such as correlation/regression analysis have been used to measure the relationships with IT use and the various outputs such as growth, cultural sustainability and creativity. The results demonstrate the positive impact digital innovation can have on the organisation's performance and competitiveness and the organisation's productivity across its various tools and expansion possibilities thanks to AI. In general, there appears to be a moderate but significant relationship between the digital innovation and cultural sustainability, showing the value of technology for the protection and preservation of cultural values. The study shows necessity for embracing digital technologies to create a resilient economy and a sustainable future approach in order to realize the future economy in the field of the creative economy.
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Copyright (c) 2026 Balachandra Kumaraswamy, Aman Deep, Dr Sonia Rani, Pratichi Dhar
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