Participation in the crowdsourcing of marketing activities with a dynamic approach

Abstract

Despite the fact that the concept of crowdsourcing is extensively employed by scholars, but the dynamic interactions between crowd and crowdsourcer have been received scant attention. This article aims to explore successful drivers of crowdsourcing platforms by considering the role of both main sides, meaning crowd and crowdsourcer. The current study develops a marketing-crowdsourcing model and exploring the dynamic association between identifying variables. In the proposed model, different scenarios were considered to explore the effective mechanism for reinforcing crowd/ crowdsourcer to participate in the crowdsourcing of marketing activities. By using system dynamics relationships, casual loops, and stock and flow diagrams, this study proposes a framework for crowdsourcing of marketing activities.