Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger

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Harnessing user innovation for social media marketing : Case study of a crowdsourced hamburger. / Pacauskas, Darius; Rajala, Risto; Westerlund, Mika; Mäntymäki, Matti.

julkaisussa: International Journal of Information Management, Vuosikerta 43, Nro December, 12.09.2018, s. 319-327.

Tutkimustuotos: Lehtiartikkelivertaisarvioitu

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Bibtex - Lataa

@article{9477509cf43441f6a67d5d5fa2bb3505,
title = "Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger",
abstract = "This study investigates how user innovation can be used as an engagement mechanism for crowdsourcing-based marketing initiatives. By building on an in-depth case study of a hamburger chain’s crowdsourcing initiative, we analyze key activities in customers’ value-creating processes, the crowdsourcer’s value-creating processes, and innovation encounter processes. We further identify three key activities by which a crowdsourcer can facilitate the realization of desired outcomes from the crowdsourcing initiative: (1) the development of opportunities for user innovation, (2) the planning of user innovation activities, and (3) the implementation and assessment of the outcomes. Our results emphasize the importance of activities and technical features that enable socializing with other participants, support active participation, and create a participatory experience. Our study will inform research and practice on crowdsourcing and user innovation for marketing purposes.",
keywords = "User innovation, Co-innovation, Crowdsourcing, Online collaboration platform, Social media",
author = "Darius Pacauskas and Risto Rajala and Mika Westerlund and Matti M{\"a}ntym{\"a}ki",
year = "2018",
month = "9",
day = "12",
doi = "10.1016/j.ijinfomgt.2018.08.012",
language = "English",
volume = "43",
pages = "319--327",
journal = "International Journal of Information Management",
issn = "0268-4012",
publisher = "Elsevier Limited",
number = "December",

}

RIS - Lataa

TY - JOUR

T1 - Harnessing user innovation for social media marketing

T2 - Case study of a crowdsourced hamburger

AU - Pacauskas, Darius

AU - Rajala, Risto

AU - Westerlund, Mika

AU - Mäntymäki, Matti

PY - 2018/9/12

Y1 - 2018/9/12

N2 - This study investigates how user innovation can be used as an engagement mechanism for crowdsourcing-based marketing initiatives. By building on an in-depth case study of a hamburger chain’s crowdsourcing initiative, we analyze key activities in customers’ value-creating processes, the crowdsourcer’s value-creating processes, and innovation encounter processes. We further identify three key activities by which a crowdsourcer can facilitate the realization of desired outcomes from the crowdsourcing initiative: (1) the development of opportunities for user innovation, (2) the planning of user innovation activities, and (3) the implementation and assessment of the outcomes. Our results emphasize the importance of activities and technical features that enable socializing with other participants, support active participation, and create a participatory experience. Our study will inform research and practice on crowdsourcing and user innovation for marketing purposes.

AB - This study investigates how user innovation can be used as an engagement mechanism for crowdsourcing-based marketing initiatives. By building on an in-depth case study of a hamburger chain’s crowdsourcing initiative, we analyze key activities in customers’ value-creating processes, the crowdsourcer’s value-creating processes, and innovation encounter processes. We further identify three key activities by which a crowdsourcer can facilitate the realization of desired outcomes from the crowdsourcing initiative: (1) the development of opportunities for user innovation, (2) the planning of user innovation activities, and (3) the implementation and assessment of the outcomes. Our results emphasize the importance of activities and technical features that enable socializing with other participants, support active participation, and create a participatory experience. Our study will inform research and practice on crowdsourcing and user innovation for marketing purposes.

KW - User innovation

KW - Co-innovation

KW - Crowdsourcing

KW - Online collaboration platform

KW - Social media

U2 - 10.1016/j.ijinfomgt.2018.08.012

DO - 10.1016/j.ijinfomgt.2018.08.012

M3 - Article

VL - 43

SP - 319

EP - 327

JO - International Journal of Information Management

JF - International Journal of Information Management

SN - 0268-4012

IS - December

ER -

ID: 27987507