Participation in the Crowdsourcing of Marketing Activities Using a Dynamic Approach

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Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:

Despite the fact that the concept of crowdsourcing is extensively employed by scholars, the dynamic interactions between crowd and crowdsourcer have received scant attention. This article aims to explore the successful drivers of crowdsourcing platforms by considering the role of both main sides, namely meaning crowd and crowdsourcer. The current study develops a marketing-crowdsourcing model and explores the dynamic association between the identifying variables. In the proposed model, different scenarios were considered to explore the effective mechanism for reinforcing crowd/ crowdsourcer to participate in the crowdsourcing of marketing activities. Using system dynamics relationships, casual loops, and stock and flow diagrams, this study proposes a framework for the crowdsourcing of marketing activities.

Language:
English
Published:
Iranian Journal of Management Studies, Volume:15 Issue: 2, Spring 2022
Pages:
321 to 345
https://www.magiran.com/p2403432  
سامانه نویسندگان
  • Abdolvand، Neda
    Author (4)
    Abdolvand, Neda
    Associate Professor Management Department, University Of Alzahra, Tehran, Iran
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