Article ID Journal Published Year Pages File Type
5108830 Business Horizons 2017 11 Pages PDF
Abstract
In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examine the identity value (i.e., sense of self) that consumers accrue by participating in creative crowds. How can managers structure crowdsourcing initiatives to maximize value for participants through identity creation and expression? We strive to answer this question first by examining the different types of crowdsourcing initiatives from a value co-creation perspective. Then we evaluate how consumers construct identities through consumption and review the literature on identity theory. Finally, we link the identity type-personal, extended, or social-to the management of crowdsourcing ventures and offer suggestions for practitioners.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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