TY - JOUR A1 - Bilgram, Volker A1 - Hahn, Alexander A1 - Füller, Johann T1 - «Golden Crowd»: Engaging the Users that Deliver on Your Crowdsourcing Goals JF - Marketing Review St. Gallen N2 - Companies run branded crowdsourcing contests to achieve two main goals: generate ideas and create brand equity. This paper provides an empirical typology of contest users and reveals five distinct user types: jacks-of-all-trades, devoted brand fans, pure innovators, reward seekers and passive customers. Based on the users' characteristics we derive actionable insights on how to attract, recruit and manage the crowd for different purposes. Y1 - 2022 UR - https://www.econstor.eu/bitstream/10419/279652/1/MRSG_2022_6_12-20.pdf SN - 1865-7516 VL - 39 IS - 6 PB - Thexis Verlag, St. Gallen ER -