Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/279652 
Year of Publication: 
2022
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 39 [Issue:] 6 [Year:] 2022 [Pages:] 12-20
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
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.
Document Type: 
Article

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