Recruiting Individuals to a Crowdsourcing Community: Applying Motivational Categories to an Ad Copy Test

Yannig Roth (), Daren C. Brabham () and Jean-François Lemoine ()
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Yannig Roth: Université Paris 1 Panthéon-Sorbonne
Daren C. Brabham: University of Southern California
Jean-François Lemoine: Université Paris 1 Panthéon-Sorbonne/ESSCA Ecole de Management

Chapter Chapter 2 in Advances in Crowdsourcing, 2015, pp 15-31 from Springer

Abstract: Abstract This study operationalizes different motivational categories to participate in crowdsourcing and tests them with a series of advertisements in different countries. We found that internalized extrinsic motivations were more appealing to individuals overall and that results differed across countries, which is novel in research about crowdsourcing.

Keywords: Crowdsourcing; Online advertising; Click-through rate; Cultural differences (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18341-1_2

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DOI: 10.1007/978-3-319-18341-1_2

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