Marketing, Sales and Communication
Marketing, Sales and Communication
Crowdsourcing créatif : Compétences et dynamique d’apprentissage dans la génération d’idées
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Crowdsourcing créatif : Compétences et dynamique d’apprentissage dans la génération d’idées

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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Podcasts of the same institution

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 |

Podcasts of the same Topic

A video that presents our article published in The Conversation in mid-March 2020 and that aims to provide an interesting deciphering of a situation of fear appeal, that of the management of the coronavirus health crisis, using behavioral sciences.
GAVARD-PERRET Marie-Laure - Grenoble IAE |
MAILLARD-WILHELM Marie-Claire - Grenoble IAE |
This research examines how the number of ingredients depicted on packaging in addition to the picture of the whole product impacts its efficacy depending on consumers’ motivation (hunger), opportunity (via cognitive load), and ability (via need for cognition – NFC) to process information. Three studies find that, under high cognitive load, packages depicting many ingredients induce more mental taste imagery, heighten purchase intention, and improve taste evaluations.
CAPELLI Sonia - iaelyon School of Management |
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 |
Urban crowdsourcing is a new form of open innovation that aims to develop smart cities. Using a qualitative approach with experts involved in the Casablanca Smart City project, this research contributes by studying complex, multi-actor ecosystems...
STEILS Nadia - IAE Lille |

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