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Article
Publication date: 16 October 2017

Rita Faullant, Johann Fueller and Katja Hutter

Companies are discovering the power of crowdsourcing as a source of new ideas for products and services. It is assumed that the personal engagement and the continuous…

Abstract

Purpose

Companies are discovering the power of crowdsourcing as a source of new ideas for products and services. It is assumed that the personal engagement and the continuous involvement with a company’s products or services over a period of several weeks positively affect participants’ loyalty intentions toward the host companies. The research leads the authors to challenge this assumption. In addition to mere participation in crowdsourcing initiatives, the authors argue that perceptions of fairness will explain changes in customer relationship-related consequences such as loyalty, perceived innovativeness and product interest. The paper aims to discuss these issues.

Design/methodology/approach

The authors analyzed a real-life crowdsourcing contest launched by a leading lighting manufacturer and investigated the impact of two fairness dimensions (distributive and procedural) on participants’ future behavioral and attitudinal intentions (n=121). The analysis was performed with SEM.

Findings

The results suggest that fairness perceptions are significantly related to evoked product interest, perceived innovativeness and loyalty intentions. The analysis reveals that the influence of the fairness dimensions is asymmetric: while distributive fairness can be considered as a basic factor that must be fulfilled in order to avoid negative behavioral consequences, procedural fairness instead is an excitement factor that causes truly positive behavioral consequences.

Research limitations/implications

The results are particularly relevant for companies launching a crowdsourcing competition under their own brand name, and for broadcasting platforms. For companies with no relations to end-users, these findings may not be as relevant.

Practical implications

Organizers of crowdsourcing contests should be aware that such initiatives can be a double-edged sword. Fair Play is a must to gain the positive effects from crowdsourcing initiatives for both new product development and the customer relationship. For companies lacking the capabilities to manage crowdsourcing initiatives professionally it is advisable to rely on intermediary broadcasting platforms.

Originality/value

The research is the first to investigate systematically the consequences of fairness perceptions in a real-life crowdsourcing idea contest. The authors demonstrate the asymmetric nature of fairness perceptions on three different outcome variables that are important for the customer relationship.

Details

Management Decision, vol. 55 no. 9
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 17 July 2017

Johann Füller and Volker Bilgram

This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual…

Abstract

Purpose

This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional effect, this research highlighted that co-creation experiences may establish beneficial consumer–brand relationships.

Design/methodology/approach

Using survey data stemming from 727 consumers who virtually engaged in new product development projects, the authors test the hypotheses, applying structural equation modeling.

Findings

The results of this study show that consumers’ personal features such as novelty seeking and dissatisfaction with existing products moderate the impact of an enjoyable experience on aspects of the consumer–company relationship. Consumers’ dissatisfaction with current product solutions is also found to moderate the relationship between an enjoyable co-creation experience and evoked product interest as well as between product involvement and evoked product interest. The study further substantiates previous findings on the relationship-effects of co-creation and particularly highlight the potential of co-creation experiences for nurturing “imaginary” relationships with the product being co-created significantly prior to market launch.

Originality/value

Participants in virtual co-creation approaches are widely heterogeneous individuals ranging from customers and Facebook fans to brand community members and innovative users. The study contributes to a better understanding of how the diversity of the crowd can be handled in virtual co-creation and advances the theory of value co-creation as a new marketing paradigm.

Details

Journal of Product & Brand Management, vol. 26 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 5 January 2015

Agnieszka Izabela Baruk and Anna Iwanicka

The purpose of this paper is to identify and to make an in-depth analysis of importance of the environmental elements of dairy product packaging during consumer buying…

Abstract

Purpose

The purpose of this paper is to identify and to make an in-depth analysis of importance of the environmental elements of dairy product packaging during consumer buying decisions process according to these elements’ compliance with consumer expectations.

Design/methodology/approach

The paper is of theoretical and empirical character. In the theoretical part, the cognitive-and-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part, such research methods were used as: questionnaire survey for gathering primary data and statistical analysis (including factor analysis and cluster analysis) for the analysis of the primary data and for the statistical reasoning, which made the basis for the final conclusions.

Findings

On the basis of the research, it is possible to state that: environmental features of dairy product packaging are of great significance for the respondents, and meeting their expectations in this respect influences positively their buying decisions.

Originality/value

The original contribution of the paper to theory is the identification of Polish purchasers’ expectations toward elements of dairy product packaging in the context of their buying decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge makes it possible for offerers to manage efficiently and effectively dairy product packaging as a tool of influencing recipients, as well as to shape properly and use their marketing potential, which, in turn, determines the applicability value of the research and the conclusions drawn on the basis of the results.

Details

British Food Journal, vol. 117 no. 1
Type: Research Article
ISSN: 0007-070X

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