TY  - JOUR
CY  - Hoboken
ID  - publications47712
UR  - https://publications.ut-capitole.fr/id/eprint/47712/
IS  - n° 1
A1  - Hemonnet-Goujot, Aurélie
A1  - Jouny-Rivier, Élodie
A1  - Vellera, Cyrielle
N2  - Although crowdsourcing challenges as tools for generating high levels of innovation have received much attention, little research has investigated the impact on participants when their submissions are rejected. This research is aimed at gaining a better understanding of the consequences of rejection for participants' relationships with the brand engaged in the crowdsourcing activity. To investigate these issues, two quantitative studies were carried out with participants whose challenge proposals had not been selected. The results highlight positive effects on participant–brand relationships, especially on brand attachment, proselytism, brand commitment and brand loyalty. A confirmatory, interview-based qualitative study then identifies managerial perspectives and marketing strategies for brands and crowdsourcing platforms following the announcement of challenge results. This paper contributes to both the co-creation and crowdsourcing literature by extending academic knowledge and provides opportunities for further research.
VL  - vol. 32
TI  - Crowdsourcing innovation challenges: How participants react when their ideas are rejected
AV  - none
EP  - 173
Y1  - 2023/03//
PB  - Wiley InterScience
JF  - Creativity and Innovation Management
KW  - brand relationship, crowdsourcing challenges for innovation, crowdsourcing platforms, participants' rejection
SN  - 1467-8691
SP  - 158
ER  -