Participation in the Crowdsourcing of Marketing Activities Using a Dynamic Approach

Document Type : Research Paper

Authors

1 Marketing Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

2 Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

Abstract

Despite the fact that the concept of crowdsourcing is extensively employed by scholars, the dynamic interactions between crowd and crowdsourcer have received scant attention. This article aims to explore the successful drivers of crowdsourcing platforms by considering the role of both main sides, namely meaning crowd and crowdsourcer. The current study develops a marketing-crowdsourcing model and explores the dynamic association between the 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. Using system dynamics relationships, casual loops, and stock and flow diagrams, this study proposes a framework for the crowdsourcing of marketing activities.

Keywords

Main Subjects


Article Title [فارسی]

مشارکت در جمع‌سپاری فعالیت های بازاریابی با رویکردی پویا

Authors [فارسی]

  • نسرین ماه آورپور 1
  • معصومه حسین زاده شهری 2
  • محمد علی بابایی زکیلکی 2
  • ندا عبدالوند 2
1 مدیریت بازاریابی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
2 گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
Abstract [فارسی]

علی رغم این واقعیت که مفهوم جمع سپاری توسط محققان بطور گسترده ای مورد استفاده قرار گرفته است، اما تعاملات پویای بین جمع و جمع سپار بسیار کم مورد توجه قرار گرفته است. هدف این مقاله شناسایی عوامل تأثیرگذار در موفقیت سیستم های جمع سپاری با در نظر گرفتن نقش هر دو طرف (جمع و جمع سپار) است. مطالعه حاضر یک مدل جمع سپاری بازاریابی را با ایجاد روابط پویا بین متغیرهای شناسایی شده توسعه می دهد. در مدل پیشنهادی، سناریوهای مختلفی در نظر گرفته شده است تا مکانیزم موثر برای تقویت جمع/ جمع سپار به منظور مشارکت در جمع سپاری فعالیت های بازاریابی مورد بررسی قرار گیرد. با استفاده از رابطه دینامیکی سیستم­ها، حلقه های علی و نمودار نرخ و حالت، این مطالعه چارچوبی را برای جمع سپاری در زمینه فعالیت­های بازاریابی ارائه می دهد.

Keywords [فارسی]

  • چارچوب جمع سپاری بازاریابی
  • پویایی سیستم ها
  • مشارکت جمع
  • جمع سپاری
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