Business

Digital archetypes: a tool for understanding personality characteristics in the digital culture

C. Viloria-núñez, M. Tovar, et al.

Explore the innovative model of digital archetypes that reveals eight unique digital personality profiles, crafted through the insights of César Viloria-Núñez, Marcela Tovar, and Anthony Constant Millán. This research, framed around attitudes toward change and digital tools, provides a game-changing perspective on team dynamics in the digital age.

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Playback language: English

Index

Abstract

This article proposes a model of digital archetypes based on existing archetype theories to understand personality in digital work environments. It defines four archetypes (Innovator, Visionary, Cooperative, Traditional) along two axes (attitude toward change and attitude toward digital tools), resulting in eight digital personality profiles. A case study demonstrates how identifying these profiles in a work team informed change management strategies to improve team performance.

Publisher

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS

Published On

Dec 14, 2023

Authors

César Viloria-Núñez, Marcela Tovar, Anthony Constant Millán

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