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The online crowdsourcing has been widely applied in the practice. The purpose of this paper is to investigate the all-pay auction contest in crowdsourcing, wherein a seeker posts a task online and the solvers decide whether to participate in the contest and in what extent to spend efforts on their submissions.

The authors specifically consider two classic contest formats: simultaneous contest and sequential contest, depending on whether the solver can observe the prior solvers’ submissions before making her own effort investment decision or not. They derive both seeker’s and solver’s equilibrium decisions and payoffs under different contest formats, and show that they vary significantly according to the number and the average skill level of solvers.

The results show that a solver would always invest more on her submission under simultaneous contest than under sequential contest, as she cannot confirm how other solvers’ submissions would be. This subsequently intensifies the market competition and brings down a solver’s average payoff under simultaneous contest. Although the simultaneous contest gives rise to a higher expected highest quality of all submissions, it also requires the seeker to spend more search cost to identify the best submission. Therefore, when the number of solvers is high or the average skill level is low, the seeker prefers sequential contest to simultaneous contest. The results also show an analogous preference over two formats for the platform.

This paper investigates two formats of all-pay auction contest in crowdsourcing and evaluates them from the perspective of solvers, seekers and platforms, respectively. The research offers many interesting insights which do not only explain the incentive mechanisms for solvers under different contest formats, but also make meaningful contributions to the seeker’s or the platform’s adoption strategies between two alternative contest formats in crowdsourcing practice.

As the application of crowdsourcing contests grows, leveraging the participation of superstars (i.e. solvers who have outstanding performance records in a crowdsourcing platform) becomes an emergent approach for managers to solve crowdsourced problems. Although much is known about superstars’ performance implications, it remains unclear whether and how their participation affects the size of a contest crowd for a crowdsourcing contest. Based on social contagion theory, this paper aims to examine the impact of superstars’ participation on the crowd size and studies how this impact varies across solvers with different heterogeneity in terms of skills, exposure and cultural proximity with superstars in crowdsourcing contests.

This paper uses secondary data from one crowdsourcing platform that includes 6,587 innovation contests to examine superstars’ main and contextual effects on the crowd size of a contest.

Our results reveal that superstars’ participation positively affects the crowd size of a contest in general. This finding suggests that social contagion is a fundamental mechanism underlying crowd formation in crowdsourcing contests. Our results also indicate that in contests that involve multiple superstars, superstars’ effect on crowd size becomes negative when we simultaneously consider other solvers’ heterogeneity in terms of skills, exposure and cultural background, and this negative effect will be intensified by increases in the skill gap, extent of exposure and cultural proximity between superstars and other solvers in the same contest.

Our research enhances the understanding of the influence of superstars and the mechanism underlying the emergence of contest crowds in crowdsourcing contests and contributes knowledge to better understand social contagion in a competitive setting. The results are meaningful for sourcing managers and platform supervisors to design contests and supervise crowd size in crowdsourcing contests.

The research study intends to gain a better understanding of members' behaviors in the context of crowdsourcing contests. The authors examined the key factors that can motivate or discourage contributing to a team and within the community.

The authors conducted 21 semi-structured interviews with Kaggle.com members and analyzed the data to capture individual members' contributions and emerging determinants that play a role during this process. The authors adopted a qualitative approach and used standard thematic coding techniques to analyze the data.

The analysis revealed two processes underlying contribution to the team and community and the decision-making involved in each. Accordingly, a set of key factors affecting each process were identified. Using Holbrook's (2006) typology of value creation, these factors were classified into four types, namely extrinsic and self-oriented (economic value), extrinsic and other-oriented (social value), intrinsic and self-oriented (hedonic value), and intrinsic and other-oriented (altruistic value). Three propositions were developed, which can be tested in future research.

The study has a few limitations, which point to areas for future research on this topic. First, the authors only assessed the behaviors of individuals who use the Kaggle platform. Second, the findings of this study may not be generalizable to other crowdsourcing platforms such as Amazon Mechanical Turk, where there is no competition, and participants cannot meaningfully contribute to the community. Third, the authors collected data from a limited (yet knowledgeable) number of interviewees. It would be useful to use bigger sample sizes to assess other possible factors that did not emerge from our analysis. Finally, the authors presented a set of propositions for individuals' contributory behavior in crowdsourcing contest platforms but did not empirically test them. Future research is necessary to validate these hypotheses, for instance, by using quantitative methods (e.g. surveys or experiments).

The authors offer recommendations for implementing appropriate mechanisms for contribution to crowdsourcing contests and platforms. Practitioners should design architectures to minimize the effect of factors that reduce the likelihood of contributions and maximize the factors that increase contribution in order to manage the tension of simultaneously encouraging contribution and competition.

The research study makes key theoretical contributions to research. First, the results of this study help explain the individuals' contributory behavior in crowdsourcing contests from two aspects: joining and selecting a team and content contribution to the community. Second, the findings of this study suggest a revised and extended model of value co-creation, one that integrates this study’s findings with those of Nov et al. (2009), Lakhani and Wolf (2005), Wasko and Faraj (2000), Chen et al. (2018), Hahn et al. (2008), Dholakia et al. (2004) and Teichmann et al. (2015). Third, using direct accounts collected through first-hand interviews with crowdsourcing contest members, this study provides an in-depth understanding of individuals' contributory behavior. Methodologically, this authors’ approach was distinct from common approaches used in this research domain that used secondary datasets (e.g. the content of forum discussions, survey data) (e.g. see Lakhani and Wolf, 2005; Nov et al., 2009) and quantitative techniques for analyzing collaboration and contribution behavior.

The authors advance the broad field of crowdsourcing by extending the literature on value creation in the online community, particularly as it relates to the individual participants. The study advances the theoretical understanding of contribution in crowdsourcing contests by focusing on the members' point of view, which reveals both the determinants and the process for joining teams during crowdsourcing contests as well as the determinants of contribution to the content distributed in the community.

The purpose of this study is to explore the motivational role of feedback information (positive and negative) provided by the firm in the face of participant heterogeneity, in terms of past success experience, under the research setting of crowdsourcing contests.

Taking insights from feedback studies and the dynamics of self-regulation theory, four theoretical hypotheses are proposed. An integrated dataset of 4,880 contest-participant pairs, which is obtained from an online contest platform and a survey, is empirically analyzed.

Empirical analysis shows that both positive feedback and negative feedback are able to stimulate the inner needs of participants. Notably, negative (positive) feedback becomes more (less) effective in intrinsically motivating crowds as they gain more successful experience during contest participation.

This study brings some new knowledge for the intrinsic motivation of crowds by exploring its antecedents, which have been undervalued in extant literature. The motivational role of feedback information is particularly explored.

The use of various forms of cooperative sales promotions such as intracompany and intercompany multibrand promotions is on the ascendance, particularly among manufacturers and marketers of frequently purchased packaged consumer products. This article provides an overview of various forms of cooperative sales promotions, objectives that firms strive to realize through cooperative sales promotions, and other issues. In addition, from the standpoint of improving marketing productivity, the need for greater focus on the consumer franchise building potential of various sales promotion tools is highlighted.

The rapid development of Web 2.0 and social media enables the rise of crowdsourcing. Crowdsourcing contest is a typical case of crowdsourcing and has been adopted by many organisations for business solution and decision making. From a participant's perspective, it is interesting to explore what motivates people to participate in crowdsourcing contest. The purpose of this paper is to investigate the category of motivation based on self-determination theory and synthesises various motivation factors in crowdsourcing contest. Meanwhile, perceived motivational affordances and task granularity are also examined as the moderate constructs.

The paper builds a conceptual model to illustrate the relationships between various motivations (extrinsic and intrinsic) and participation effort under the moderating of perceived motivational affordances and task granularity. An empirical study is conducted to test the research model by surveying the Chinese participants of crowdsourcing contest.

The results show that various motivations might play different roles in relating to participation effort expended in the crowdsourcing contest. Moreover, task granularity may positively moderate the relationship between external motivation and participation effort. The results also show that supporting of a participant's perceived motivational affordances might strengthen the relationship between the individual's motivation with an internal focus (intrinsic, integrated, identified and introjected motivation) and participation effort.

Overall, the research has some conceptual and theoretical implications to the literature. This study synthesises various motivation factors identified by previous studies in crowdsourcing projects or communities as a form of motivation spectrum, namely external, introjected, identified, integrated and intrinsic motivation, which contributes to the motivation literatures. Meanwhile, the findings indicate that various motivations might play different roles in relating to participation effort expended in the crowdsourcing contest. Also, the study theoretically extends the crowdsourcing participation research to incorporate the effects of perceived motivational affordances in crowdsourcing contest. In addition, the study may yield some practical implications for sponsors, managers and designers in crowdsourcing contest.

To obtain optimal deliverables, more and more crowdsourcing platforms allow contest teams to submit tentative solutions and update scores/rankings on public leaderboards. Such feedback-seeking behavior for progress benchmarking pertains to the team representation activity of boundary spanning. The literature on virtual team performance primarily focuses on team characteristics, among which network closure is generally considered a positive factor. This study further examines how boundary spanning helps mitigate the negative impact of network closure.

This study collected data of 9,793 teams in 246 contests from Kaggle.com. Negative binomial regression modeling and linear regression modeling are employed to investigate the relationships among network closure, boundary spanning and team performance in crowdsourcing contests.

Whereas network closure turns out to be a negative asset for virtual teams to seek platform feedback, boundary spanning mitigates its impact on team performance. On top of such a partial mediation, boundary spanning experience and previous contest performance serve as potential moderators.

The findings offer helpful implications for researchers and practitioners on how to break network closure and encourage boundary spanning with the establishment of facilitating structures in crowdsourcing contests.

The study advances the understanding of theoretical relationships among network closure, boundary spanning and team performance in crowdsourcing contests.

The purpose of this paper is to investigate how an adequate mix of technological, organisational and managerial tools might support Open Innovation (OI) processes achieved by contests in the food sector.

The methodology of this paper is exploratory in nature. Data have been gathered about the 140 innovation contests launched by the best global food brands (2013 BusinessWeek/Interbrand Best Global Brands) over the last decade.

The research highlights the main changes that have occurred over the last decade, showing that the choice of platform type for contest launches is often neglected or considered as an ancillary element. Indeed, it is a choice that embeds another set of technological, organisational and managerial tools that strongly influence the collaborative behaviour (and the participation itself) of partners throughout the innovation process.

Companies investigated in this paper consist exclusively of top brands in the sector. Future research should strive to obtain larger samples, develop a set of fine-grained hypotheses, and test them by using appropriate statistical techniques.

This paper fills an inexplicable gap in academic literature due to the fact that food companies are those that mainly use contests in order to implement OI but they are scarcely researched regarding this issue.

In crowdsourcing contests, the capabilities and performance of individual workers (solvers) determine whether seeker firms can obtain satisfactory solutions from the platform. It is noted that solvers may learn such skills in crowdsourcing from doing (experiential learning) or observing (vicarious learning). However, it remains unclear if such learning can be materialized into improved performance considering the unique settings of crowdsourcing contests. The study aims to understand how experiential learning and vicarious learning enhance solver performance and under what conditions.

The model was tested using survey and archival data from 261 solvers on a large contest platform in China.

Results support the premise that experiential learning and vicarious learning separately and jointly enhance solver performance. Moreover, perceived task uncertainty strengthens the effect of vicarious learning but weakens the effect of experiential learning, whereas perceived competition uncertainty weakens the effect of vicarious learning.

The current study enriches the understanding of the impacts of experiential learning and vicarious learning and offers a more nuanced understanding of the conditions under which solvers can reap the performance benefits from learning in crowdsourcing contests. The study also provides practical insights into enhancing solver performance under perceived task uncertainty and perceived competition uncertainty.

The purpose of this paper is to examine how communication practices influence individuals’ team assembly and performance in open innovation contests.

This study analyzed behavioral trace data of 4,651 teams and 19,317 participants from a leading open innovation platform, Kaggle. The analyses applied weighted least squares regression and weighted mediation analysis.

Sharing online profiles positively relates to a person’s performance and likelihood of becoming a leader in open innovation teams. Team assembly effectiveness (one’s ability to team up with high-performing teammates) mediates the relationship between online profile sharing and performance. Moreover, sharing personal websites has a stronger positive effect on performance and likelihood of becoming a team leader, compared to sharing links to professional social networking sites (e.g. LinkedIn).

As team collaboration becomes increasingly common in open innovation, participants’ sharing of their online profiles becomes an important variable predicting their success. This study extends prior research on virtual team collaboration by highlighting the role of communication practices that occur in the team pre-assembly stage, as an antecedent of team assembly. It also addresses a long-standing debate about the credibility of information online by showing that a narrative-based online profile format (e.g. a personal website) can be more powerful than a standardized format (e.g. LinkedIn).

Open innovation organizers should encourage online profile sharing among participants to facilitate effective team assembly in order to improve innovation outcomes.

The current study highlights the importance of team assembly in open innovation, especially the role of sharing online profiles in this process. It connects two areas of research that are previously distant, one on team assembly and one on online profile sharing. It also adds new empirical evidence to the discussion about online information credibility.