Crowdsourcing Campaign Advertisements: Creating Products Versus Slogans

摘要

The practice of integrating consumers into a company's decision-making process(i.e., crowdsourcing)has become highly prevalent in recent years.Companies use crowdsourcing campaigns mostly to come up with ideas for new product development(NPD)or advertising content.However, previous research does not take into account potential differences between new product development(NPD)-and advertising-related crowdsourcing tasks.NPD-related tasks create direct benefits to consumers, such as improving the functionality of a product.However, advertising-related tasks tend to have mostly indirect benefits, such as enhancing the awareness or trial of the brand.Since previous research does not make a distinction between different types of crowdsourcing tasks, we do not know whether the type of task a brand delegates to its consumers(NPD-versus advertising-related)differentially changes consumers’perceptions.This research fulfills this gap and sheds light onto the differential impact of crowdsourcing campaign ads on consumer perceptions.