Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation

Ivan Fedorenko, Pierre Berthon and Tamara Rabinovich

Business Horizons, 2017, vol. 60, issue 2, 155-165

Abstract: In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examine the identity value (i.e., sense of self) that consumers accrue by participating in creative crowds. How can managers structure crowdsourcing initiatives to maximize value for participants through identity creation and expression? We strive to answer this question first by examining the different types of crowdsourcing initiatives from a value co-creation perspective. Then we evaluate how consumers construct identities through consumption and review the literature on identity theory. Finally, we link the identity type—personal, extended, or social—to the management of crowdsourcing ventures and offer suggestions for practitioners.

Keywords: Crowdsourcing; Value co-creation; Self-concept; Brand relationship; Customer identity; Identity creation (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:60:y:2017:i:2:p:155-165

DOI: 10.1016/j.bushor.2016.10.002

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