What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success

Hui Xu; Yang Wu; Juho Hamari

doi:10.1016/j.jbusres.2021.09.032

What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success

Hui Xu, Yang Wu, Juho Hamari

Computing Sciences

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Abstract

Crowdsourcing has risen as a prominent way to outsource work to people reachable online. A critical predictor for the success of crowdsourcing campaigns on the market depends on the crowdsourcer's ability to signal credibility towards the potential workers. Therefore, this study investigates which indicators of trustworthiness on crowdsourcers' profiles (gamification-based, transparency, and experience) and level of monetary compensation predict crowdsourcee participation and consequent crowdsourcing campaign success. This study analyzes data of 101 crowdsourcing tasks from a popular Chinese crowdsourcing platform “Xiao Yu'er”. We employ the methods of Structural Equation Modelling and fuzzy set Qualitative Comparative Analysis to find out that gamification-based indicators of trustworthiness were positively associated with task popularity and further successfulness of the crowdsourcing task. Furthermore, in addition to profile credibility based on gamification-based indicators being sufficient, combinations of money with transparency and money with experience can substitute lack of other indicators as way to signal sufficient credibility.

Original language	English
Pages (from-to)	484-495
Number of pages	12
Journal	Journal of Business Research
Volume	139
Early online date	13 Oct 2021
DOIs	https://doi.org/10.1016/j.jbusres.2021.09.032
Publication status	Published - 2022
Publication type	A1 Journal article-refereed

Keywords

Crowdfunding
Crowdsourcing
Gamification
Transparency
Trust

Publication forum classification

Publication forum level 2

ASJC Scopus subject areas

Marketing

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10.1016/j.jbusres.2021.09.032Licence: CC BY

1-s2.0-S0148296321006810-mainFinal published version, 3.85 MBLicence: CC BY

https://urn.fi/URN:NBN:fi:tuni-202110287944Licence: CC BY

Cite this

@article{2244d231b8184b609f0f0499caf0b390,

title = "What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success",

abstract = "Crowdsourcing has risen as a prominent way to outsource work to people reachable online. A critical predictor for the success of crowdsourcing campaigns on the market depends on the crowdsourcer's ability to signal credibility towards the potential workers. Therefore, this study investigates which indicators of trustworthiness on crowdsourcers' profiles (gamification-based, transparency, and experience) and level of monetary compensation predict crowdsourcee participation and consequent crowdsourcing campaign success. This study analyzes data of 101 crowdsourcing tasks from a popular Chinese crowdsourcing platform “Xiao Yu'er”. We employ the methods of Structural Equation Modelling and fuzzy set Qualitative Comparative Analysis to find out that gamification-based indicators of trustworthiness were positively associated with task popularity and further successfulness of the crowdsourcing task. Furthermore, in addition to profile credibility based on gamification-based indicators being sufficient, combinations of money with transparency and money with experience can substitute lack of other indicators as way to signal sufficient credibility.",

keywords = "Crowdfunding, Crowdsourcing, Gamification, Transparency, Trust",

author = "Hui Xu and Yang Wu and Juho Hamari",

note = "Funding Information: Hui Xu, graduated from Shanghai Jiao Tong University, China and earned a Ph.D. in business administration in 2014. Dr. Xu had been a visiting scholar at the Gamification Group in Tampere University from 2018 to 2019. Now, Dr. Xu works as an Assistant Professor in the School of Economics and Management in Shanghai Maritime University, China. Xu{\textquoteright}s current research focuses on user innovation, gamification and crowdsourcing, and marketing innovation. As the recipient, Dr. Xu is conducting a project of National Natural Science Foundation of China (NSFC) (Project No. 71702100), named “The Research on the Mechanism of the Effect of Gamification on the Behavior of Participants Engaged in Innovative Crowdsourcing”. Funding Information: This work was supported by the National Natural Science Foundation of China (NSFC) [grant number 71702100 ] and the Academy of Finland Flagship Programme [grant number 337653 ]. Publisher Copyright: {\textcopyright} 2021 The Authors",

year = "2022",

doi = "10.1016/j.jbusres.2021.09.032",

language = "English",

volume = "139",

pages = "484--495",

journal = "Journal of Business Research",

issn = "0148-2963",

publisher = "Elsevier",

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T1 - What determines the successfulness of a crowdsourcing campaign

T2 - A study on the relationships between indicators of trustworthiness, popularity, and success

AU - Xu, Hui

AU - Wu, Yang

AU - Hamari, Juho

N1 - Funding Information: Hui Xu, graduated from Shanghai Jiao Tong University, China and earned a Ph.D. in business administration in 2014. Dr. Xu had been a visiting scholar at the Gamification Group in Tampere University from 2018 to 2019. Now, Dr. Xu works as an Assistant Professor in the School of Economics and Management in Shanghai Maritime University, China. Xu’s current research focuses on user innovation, gamification and crowdsourcing, and marketing innovation. As the recipient, Dr. Xu is conducting a project of National Natural Science Foundation of China (NSFC) (Project No. 71702100), named “The Research on the Mechanism of the Effect of Gamification on the Behavior of Participants Engaged in Innovative Crowdsourcing”. Funding Information: This work was supported by the National Natural Science Foundation of China (NSFC) [grant number 71702100 ] and the Academy of Finland Flagship Programme [grant number 337653 ]. Publisher Copyright: © 2021 The Authors

PY - 2022

Y1 - 2022

N2 - Crowdsourcing has risen as a prominent way to outsource work to people reachable online. A critical predictor for the success of crowdsourcing campaigns on the market depends on the crowdsourcer's ability to signal credibility towards the potential workers. Therefore, this study investigates which indicators of trustworthiness on crowdsourcers' profiles (gamification-based, transparency, and experience) and level of monetary compensation predict crowdsourcee participation and consequent crowdsourcing campaign success. This study analyzes data of 101 crowdsourcing tasks from a popular Chinese crowdsourcing platform “Xiao Yu'er”. We employ the methods of Structural Equation Modelling and fuzzy set Qualitative Comparative Analysis to find out that gamification-based indicators of trustworthiness were positively associated with task popularity and further successfulness of the crowdsourcing task. Furthermore, in addition to profile credibility based on gamification-based indicators being sufficient, combinations of money with transparency and money with experience can substitute lack of other indicators as way to signal sufficient credibility.

AB - Crowdsourcing has risen as a prominent way to outsource work to people reachable online. A critical predictor for the success of crowdsourcing campaigns on the market depends on the crowdsourcer's ability to signal credibility towards the potential workers. Therefore, this study investigates which indicators of trustworthiness on crowdsourcers' profiles (gamification-based, transparency, and experience) and level of monetary compensation predict crowdsourcee participation and consequent crowdsourcing campaign success. This study analyzes data of 101 crowdsourcing tasks from a popular Chinese crowdsourcing platform “Xiao Yu'er”. We employ the methods of Structural Equation Modelling and fuzzy set Qualitative Comparative Analysis to find out that gamification-based indicators of trustworthiness were positively associated with task popularity and further successfulness of the crowdsourcing task. Furthermore, in addition to profile credibility based on gamification-based indicators being sufficient, combinations of money with transparency and money with experience can substitute lack of other indicators as way to signal sufficient credibility.

KW - Crowdfunding

KW - Crowdsourcing

KW - Gamification

KW - Transparency

KW - Trust

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DO - 10.1016/j.jbusres.2021.09.032

M3 - Article

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VL - 139

SP - 484

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JO - Journal of Business Research

JF - Journal of Business Research

ER -

What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success

Abstract

Keywords

Publication forum classification

ASJC Scopus subject areas

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