«Golden Crowd»: Engaging the Users that Deliver on Your Crowdsourcing Goals

  • 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.

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Metadaten
Author:Volker BilgramORCiD, Alexander HahnORCiD, Johann Füller
URL / DOI:https://www.econstor.eu/bitstream/10419/279652/1/MRSG_2022_6_12-20.pdf
ISSN:1865-7516
Parent Title (German):Marketing Review St. Gallen
Publisher:Thexis Verlag, St. Gallen
Document Type:Article
Language:English
Date of first Publication:2022/10/01
Reviewed:Begutachtet/Reviewed
Release Date:2024/11/11
Volume:39
Issue:6
Pagenumber:20
institutes:Fakultät Betriebswirtschaft
Research Themes:Digitalisierung & Künstliche Intelligenz
Licence (German):Creative Commons - CC BY - Namensnennung 4.0 International
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