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Continued Value Creation in Crowdsourcing from Creative Process Engagement

Piyathasanan, B., Mathies, C., Patterson, P. & de Ruyter, K. (2017). Continued Value Creation in Crowdsourcing from Creative Process Engagement. Journal of Services Marketing, doi: 10.1108/JSM-02-2017-0044


Crowdsourcing delivers creative ideas for the issuing firm, but participants’ engagement in the creative process also creates additional benefits to firms and participating customers. To investigate if these spill-over values endure over time, this study uses data from two time points, i.e. at submission and after announcement of the contest winners, to investigate the relationship between the degree of a participant’s creative process engagement (CPE) and value creation from a crowdsourcing contest, and how these perceptions of value change over time.

Data was collected from 154 participants in a crowdsourcing contest at two time points with an online survey: at submission, and after receiving feedback (in term of rankings, rewards, and comments) from the community. Partial Least Square (PLS) path modelling was used to estimate both main and moderating effects.

CPE increases the perceived value of customers (social and epistemic value) and firms alike (knowledge-sharing intention and customer loyalty), though all but epistemic value decrease over time. Disconfirmation of expectations and need for recognition moderate these effects.

This paper is the first longitudinal study that helps understanding the effect of CPE on value creation from crowdsourcing across time. It also uses the theoretical lens of the honeymoon hangover effect to explain how perceived value changes. The resulting insights into the role of customer engagement in crowdsourcing contests and subsequent value creation will be beneficial to the growing research stream on consumer value co-creation and user innovation.

Publication Type: Article
Publisher Keywords: Crowdsourcing, Creative process engagement, Value creation, Disconfirmation of expectation, Need for recognition
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Bayes Business School > Management
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