Purpose – The purpose of this paper is to investigate the impact of system-generated visual feedback and continued contribution on individuals’ motivation to share knowledge in a crowdsourcing environment. Design/methodology/approach – An experimental setting was designed to investigate...

Boundedly rational consumers rely on their social environment as a source of information. Drawing upon psychological theories about social comparison processes, we hypothesize that social reference groups underlie market segments. New reference groups can emerge from social comparison processes,...