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Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation

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  • Fedorenko, Ivan
  • Berthon, Pierre
  • Rabinovich, Tamara

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.

Suggested Citation

  • Fedorenko, Ivan & Berthon, Pierre & Rabinovich, Tamara, 2017. "Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation," Business Horizons, Elsevier, vol. 60(2), pages 155-165.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:2:p:155-165
    DOI: 10.1016/j.bushor.2016.10.002
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    References listed on IDEAS

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    6. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
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    Cited by:

    1. Kumar, Harish & Singh, Manoj Kumar & Gupta, M.P. & Madaan, Jitendra, 2020. "Moving towards smart cities: Solutions that lead to the Smart City Transformation Framework," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
    2. Feng, Yuanyue & Yi, Zihui & Yang, Congcong & Chen, Ruoyi & Feng, Ye, 2022. "How do gamification mechanics drive solvers’ Knowledge contribution? A study of collaborative knowledge crowdsourcing," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    3. Nicholas Ind & Nick Coates & Katrina Lerman, 2020. "The gift of co-creation: what motivates customers to participate," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 181-194, March.
    4. Cynthia Weiyi Cai & Jennifer Gippel & Yushu Zhu & Abhay Kumar Singh, 2019. "The power of crowds: Grand challenges in the Asia-Pacific region," Australian Journal of Management, Australian School of Business, vol. 44(4), pages 551-570, November.
    5. Sabia, Luca & Bell, Robin & Bozward, David, 2022. "Big fish: Leveraging the fear of missing out in equity crowdfunding in the post-COVID-19 era," Business Horizons, Elsevier, vol. 65(1), pages 59-67.
    6. Ivan Fedorenko & Pierre Berthon, 2017. "Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 183-194, December.
    7. Dargahi, Rambod & Namin, Aidin & Ketron, Seth C. & Saint Clair, Julian K., 2021. "Is self-knowledge the ultimate prize? A quantitative analysis of participation choice in online ideation crowdsourcing contests," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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