Le crowdsourcing. Vers une meilleure compréhension de la participation aux concours créatifs

Abstract : Nowadays, companies have to increasingly face a lack of internal creative ideas (Leimeister et al., 2009).This has led a significant number of companies to resort to crowdsourcing to benefit from the creativity of participants on the Internet. Despite its multiple benefits, businesses, researchers and practitioners notice a lack of user participation. This research aims to understand this problem by identifying the factors explaining the participation of users in crowdsourcing initiatives, especially in creative competitions. Following an incursion into the literature to understand and delineate the outlines of crowdsourcing, we identify the factors explaining participation in such initiatives. In order to feel the gap of the literature to some extent, this doctoral work proposes a series of empirical studies aiming at: (1) understanding the managerial objectives associated with crowdsourcing, its conditions of success and its constraints, (2) examining the main motivations for participation and the profile of participants, and (3) testing the influence of a set of variables on the intention to participate through an experimental study. The results point out that brand strength, brand attachment, financial gain and willingness to learn positively influence the intention to participate in creative contests. This research contributes to the existing literature by providing a better understanding of the moderating role of participants' individual traits and their attitude towards the brief in explaining the intention to participate. Finally, we conclude this doctoral work with a discussion of the main results obtained and the research paths to be considered in the future.
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Salwa Hanine. Le crowdsourcing. Vers une meilleure compréhension de la participation aux concours créatifs. Gestion et management. Université Côte d'Azur, 2017. Français. ⟨NNT : 2017AZUR0024⟩. ⟨tel-02275776⟩

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