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Leveraging the power of creative crowds for innovative brands: the eYeka crowdsourcing initiatives

Author

Listed:
  • Silvia Blasi

    (University of Padova)

  • Silvia Rita Sedita

    (University of Padova)

Abstract

Crowdsourcing constitutes an innovative pattern for enhancing collaborative works based on challenges open to professionals and amateurs willing to contribute to a specific task launched through a web platform or a specific company website. Literature on crowdsourcing is emergent, and much is still left understudied. In this work we propose to distinguish between ideation and content production contests, trying to look for specific features of the crowd that lead to win the one or the other type of contest. Moreover, we take in account the importance of belonging to a community in order to win the contests. To conduct the exploration, we led a case study, taking the crowdsourcing platform eYeka as object of the research. eYeka is the leader in the crowdsourcing sector, being used above all for fast moving consumer goods companies. We first collected data about the 23 most used crowdsourcing platforms, isolating the functioning and performance of the eYeka platform, second we analysed in detail the contests launched by eYeka in 2017. Starting from a wider analysis of platforms, we conducted a descriptive research aiming at highlighting the main trends of the field. After having performed a statistical examination, we were able to provide some original results on the features leading to successful contribution to crowdsourcing platforms.

Suggested Citation

  • Silvia Blasi & Silvia Rita Sedita, 2018. "Leveraging the power of creative crowds for innovative brands: the eYeka crowdsourcing initiatives," "Marco Fanno" Working Papers 0228, Dipartimento di Scienze Economiche "Marco Fanno".
    • Handle: RePEc:pad:wpaper:0228
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    References listed on IDEAS

    as
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    4. David Geiger, 2016. "Personalized Task Recommendation in Crowdsourcing Systems," Progress in IS, Springer, edition 1, number 978-3-319-22291-2, February.
    5. Palacios, Miguel & Martinez-Corral, Alberto & Nisar, Arsalan & Grijalvo, Mercedes, 2016. "Crowdsourcing and organizational forms: Emerging trends and research implications," Journal of Business Research, Elsevier, vol. 69(5), pages 1834-1839.
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    More about this item

    Keywords

    Crowdsourcing; innovation; eYeka;
    All these keywords.

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