Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger
作者：
Highlights：
• This study investigates how user innovation can be used as an engagement mechanism for crowdsourcing-based marketing initiatives.
• We identify three key encounter processes for successful execution of user marketing-focused crowdsourcing-based marketing initiatives.
• These processes are: 1) fostering social interaction, 2) facilitating identity construction, and 3) creating a game-like user experience.
• The results show that gamified elements together with social interaction are the building blocks for a successful crowdsourcing-based marketing campaign.
摘要
•This study investigates how user innovation can be used as an engagement mechanism for crowdsourcing-based marketing initiatives.•We identify three key encounter processes for successful execution of user marketing-focused crowdsourcing-based marketing initiatives.•These processes are: 1) fostering social interaction, 2) facilitating identity construction, and 3) creating a game-like user experience.•The results show that gamified elements together with social interaction are the building blocks for a successful crowdsourcing-based marketing campaign.
论文关键词：User innovation,Co-innovation,Crowdsourcing,Online collaboration platform,Social media
论文评审过程：Received 10 April 2018, Revised 12 July 2018, Accepted 27 August 2018, Available online 12 September 2018, Version of Record 12 September 2018.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.08.012
