Crowdsourcing innovation challenges: How participants react when their ideas are rejected

Cyrielle Vellera, Elodie Jouny-Rivier and Aurélie Hemonnet-Goujot ()
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Cyrielle Vellera: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse
Elodie Jouny-Rivier: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School, ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université

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Abstract: 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.

Keywords: Brand relationship; Crowdsourcing (search for similar items in EconPapers)
Date: 2023-02-01
New Economics Papers: this item is included in nep-pay and nep-sbm
Note: View the original document on HAL open archive server: https://hal.science/hal-03841105v1
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Published in Creativity and Innovation Management, 2023, 32 (1), pp.158-173. ⟨10.1111/caim.12528⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03841105

DOI: 10.1111/caim.12528

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