Quand les créatifs contestent le crowdsourcing: une approche netnographique

Sophie Renault ()
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Sophie Renault: Métabolomique et maladies métaboliques - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon - INSERM - Institut National de la Santé et de la Recherche Médicale

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Abstract: When creatives contest crowdsourcing: A netnographic approach With crowdsourcing, many organisations use the crowd's resources and skills. The use of crowdsourcing offers many advantages for an organisation. However, some denounce the dark side of crowdsourcing. Creative people see crowdsourcing as the "gangrene" of their profession. Using a netnographic approach, this research explores the reasons why some creative people are opposed to crowdsourcing. In response to this kind of criticism, we make recommendations and suggestions to the platforms.

Keywords: crowdsourcing; crowd resistance; spec-work; creativity; netnography; résistance de la foule; travail spéculatif; créativité; netnographie (search for similar items in EconPapers)
Date: 2016-03-25
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Published in Décisions Marketing, 2016, 81, pp.131-150. ⟨10.7193/DM.081.131.150⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309530

DOI: 10.7193/DM.081.131.150

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