Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation |
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Institution: | 1. ESCP Europe Business School, Madrid, Spain;2. Technical University of Madrid, Madrid, Spain;3. Chair of Energy and Innovation Management, Enterprise Institute, Faculty of Economics and Business, University of Neuchâtel, Neuchâtel, Switzerland |
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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. |
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Keywords: | Crowdsourcing Value co-creation Self-concept Brand relationship Customer identity Identity creation |
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