«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.

MoreLess

Year of publication:	2022
Authors:	Bilgram, Volker ; Hahn, Alexander ; Füller, Johann
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 39.2022, 6, p. 12-20
Publisher:	St.Gallen : Thexis Verlag

freely available

Full text |

More access options

Check Google Scholar

In libraries world-wide (WorldCat)

In German libraries (KVK)

subito order

I need help

More details

Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/279652 [Handle] RePEc:zbw:hsgmrs:279652 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014423975