The Role of Trust and Intrinsic Motivation in Enhancing Participation and Creativity in Crowdsourcing Communities

Abstract

Purpose

The aim of this research was to identify the importance of trust as a determinant of participants’ behaviour and the weight of different motivational factors that enhance the amount and the quality of contribution.

Methodology

Quantitative research methods (online survey of 450 respondents and content analysis of 250 reviews) were applied on a Romanian crowdsourcing platform founded in 2008, with the mission to help potential tourists to take the most informed decision in their travel choices.

Findings

The data collected showed that the majority of the active members have a positive outlook over their experience within the community, admitting its trustworthy characteristics. The findings show that most of the top-rated members of the community were not motivated by material rewards such as money or prizes, but rather by socially related factors or by individual factors (positive feedback through comments or acquiring knowledge).

Research Limitations

The findings cannot be generalised to other crowdsourcing models, which are subject to different task designs, outcomes, local contexts and even functionalities.

Practical Implications

The results of this research can contribute to the design and implementation of customer-centred platforms, which might represent a way of development of organisational communication in the future.

Originality

The research posits that individuals’ experience within colloraborative crowdsourcing communities needs to be meaningful, as participants act based on a reciprocity norm, of giving something back to the community which is useful for fulfilling their own information-seeking purposes.

Citation

Cismaru, D.-M. and Ciochina, R.S. (2018), "The Role of Trust and Intrinsic Motivation in Enhancing Participation and Creativity in Crowdsourcing Communities", Public Relations and the Power of Creativity (Advances in Public Relations and Communication Management, Vol. 3), Emerald Publishing Limited, Leeds, pp. 93-113. https://doi.org/10.1108/S2398-391420180000003006