Importance of Motivators for Crowds to Participate in an Online Crowdsourcing Activity

Abstract

Online crowdsourcing is a concept which is gaining momentum among business organizations for various reasons. It is a modern age digital marketing tool. It may be considered as a tool for gathering information, views, opinions, work, assigned task, ideas, solution to problems generally from crowds (a group of people) via the internet. This has enabled organizations to save resources such as time and money by utilizing different skills and expertise of people globally. Realizing the numerous benefits that crowdsourcing offers to organizations, they are adopting online crowdsourcing models not only to engage customers for co-creation, co-engagement, and collaboration but also for brand building and creating customer satisfaction. Organizations in a crowdsourcing model throws a contest, task, or a problem in hand to the crowd. The interest lies in understanding what motivates crowd to participate in such contests, which offers them delight, perceived value, and satisfaction.