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.

【書誌情報】

ページ数：11ページ

サイズ：A4

商品番号：HBSP-BH793

発行日：2017/3/1

登録日：2017/4/5