Due to the heterogeneous nature of the crowd in online crowdsourcing, one key question discussed by academics and practitionersiswhether participants are skilledenough to makevaluable contributions. This researchstudieslearningprocessesunderlyingideageneration in creativecontests. Based on qualitative findingstriangulating participants’ and brands’ perspectives, weidentify six incoming and outgoing user skillswhichcontribute to the development of valuable contributions and determine participation in future contests. Building on three types of brand instructions whichemergefrom the data.
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Due to the heterogeneous nature of the crowd in online crowdsourcing, one key question discussed by academics and practitionersiswhether participants are skilledenough to makevaluable contributions...
STEILS Nadia - IAE Lille |
- Research
- Marketing, Sales and Communication
