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Consumer Power in Crowdsourcing
KTH, School of Industrial Engineering and Management (ITM).
Central Michigan University.
University of Windsor.
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Consumers today are more powerful than ever before, particularly when they are members of collectives. This research investigates consumer power in crowdsourcing through a series of studies. Study 1 adapts and validates the Perceived Social Power Scale by Imai (1989) to create a suitable measurement instrument to capture perceptions of consumer power in crowdsourcing. Study 2 finds that consumers who participate in idea crowdsourcing (in which consumers submit ideas for new offerings) show higher perceived coercive power than those who participate in crowd voting (in which consumers are invited to vote for various options for new offerings) but finds no differences in perceived expert power. Study 3 manipulates whether the crowdsourced ideas or votes were accepted or rejected by the brand, and provides a longitudinal investigation of consumer perceptions of power, purchase likelihood, and attitudes towards the brand. Implications for theory and practice are discussed.

National Category
Social Sciences Business Administration
Identifiers
URN: urn:nbn:se:kth:diva-259915OAI: oai:DiVA.org:kth-259915DiVA, id: diva2:1353704
Note

QC 20190930

Available from: 2019-09-23 Created: 2019-09-23 Last updated: 2019-09-30Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
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