Rules Governing the Behavioral Intentions of Instagram Users to Participate in Marketing Crowdsourcing Contest based on the Ruff Set Theory (Case study: Motosel consumers)

Crowdsourcing creates an opportunity to interact with large groups of potential consumers. Advances in technology and social media have facilitated the rapid development of crowdsourcing as one of the concepts of open innovation and value creation in marketing. In crowdsourcing contests, it is important to increase crowd participation and predict users' behavioral responses. Therefore, the main purpose of this study is to extract the rules governing the behavioral intention of Instagram users to participate in marketing crowdsourcing contests. In order to meet the purpose of the research, the proposed is Ruff set theory. At first, based on literature review and interviews with experts, conditional and decision-making variables identified and a conceptual model of the research has designed. Then, the research model was empirically tested using online survey data from 344 participants in a crowdsourcing contest for Motosel's consumers and analyzed through Rosetta software to extract rules. Considering a coverage and accuracy indexes introduced in rough set theory 7 rules has been selected from 39 initial rules. The results of the study showed that the main effective factors on Instagram user participation in crowdsourcing contests are task structure, crowd management, technology, and outcomes evaluation. This study has significant implications for organizations to effectively implement crowdsourcing contests and provides strategic guidance to promote user participation in these open-innovation contests.