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«Golden Crowd» – Engaging the Users That Deliver on Your Crowdsourcing Goals

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  • Bilgram, Volker
  • Hahn, Alexander
  • Füller, Johann

Abstract

Companies run branded crowdsourcing contests to achieve two main goals: generate ideas and create brand equity. This paper provides an empirical typology of contest users and reveals five distinct user types: jacks-of-all-trades, devoted brand fans, pure innovators, reward seekers and passive customers. Based on the users' characteristics we derive actionable insights on how to attract, recruit and manage the crowd for different purposes.

Suggested Citation

  • Bilgram, Volker & Hahn, Alexander & Füller, Johann, 2022. "«Golden Crowd» – Engaging the Users That Deliver on Your Crowdsourcing Goals," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(6), pages 12-20.
    • Handle: RePEc:zbw:hsgmrs:279652
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