Hemonnet-Goujot, Aurélie, Jouny-Rivier, Élodie and Vellera, Cyrielle (2023) Crowdsourcing innovation challenges: How participants react when their ideas are rejected. Creativity and Innovation Management, vol. 32 (n° 1). pp. 158-173.

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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.

Item Type: Article
Language: English
Date: March 2023
Refereed: Yes
Place of Publication: Hoboken
Uncontrolled Keywords: brand relationship, crowdsourcing challenges for innovation, crowdsourcing platforms, participants' rejection
Subjects: C- GESTION
Divisions: TSM Research (Toulouse)
Site: UT1
Date Deposited: 11 Apr 2023 13:50
Last Modified: 13 Jun 2023 10:28
OAI Identifier: oai:tsm.fr:2864
URI: https://publications.ut-capitole.fr/id/eprint/47712
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