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To address this, we conducted a mixed-methods longitudinal research on a study website mirroring content from B\u0113hance, a popular online platform for creatives. Specifically, we examined how content creators and consumers explored and reflected on online creative content through textual, visual, quantitative, and behavioral data. Analyzing and triangulating these multiple data streams, we conceptualize creativity from the perspectives of its genuine \u201cusers,\u201d the viewers. Collectively, we highlight (1) constructs of creativity that have not been emphasized in the existing literature, (2) the impact of users\u2019 roles on content exploration and conception of creativity, and (3) the difference between machine and human users\u2019 perception of creative content. 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