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How Community Managers Affect Online Idea Crowdsourcing Activities

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Listed:
  • Lars Hornuf
  • Sabrina Jeworrek

Abstract

In this study, we investigate whether and to what extent community managers in online collaborative communities can stimulate community activities through their engagement. Using a novel data set of 22 large online idea crowdsourcing campaigns, we find that moderate but steady manager activities are adequate to enhance community participation. Moreover, we show that appreciation, motivation, and intellectual stimulation by managers are positively associated with community participation but that the effectiveness of these communication strategies depends on the form of participation community managers want to encourage. Finally, the data reveal that community manager activities requiring more effort, such as media file uploads (vs. simple written comments), have a stronger effect on community participation.

Suggested Citation

  • Lars Hornuf & Sabrina Jeworrek, 2018. "How Community Managers Affect Online Idea Crowdsourcing Activities," CESifo Working Paper Series 7153, CESifo.
    • Handle: RePEc:ces:ceswps:_7153
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    More about this item

    Keywords

    crowdsourcing; crowdsourced innovation; ideation; managerial attention;
    All these keywords.

    JEL classification:

    • J21 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Labor Force and Employment, Size, and Structure
    • J22 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Time Allocation and Labor Supply
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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