277. IJRM. Crowdsourcing.
August 3, 2023
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Today we’re speaking with Annetta Grant, an assistant professor of markets, innovation, and design at Bucknell University, about crowdsourcing and its impact on consumer experience and innovation. The interview delves into the definition of crowdsourcing, its benefits and risks, and its connection to organizational justice and community dynamics within crowdsourcing initiatives.
The conversation interview sheds light on the complexity of crowdsourcing initiatives, the significance of fairness in maintaining community engagement, and the delicate balance required to ensure successful and ethical crowdsourcing practices.
Topics include:
1. Definition of crowdsourcing and how it is distinct from, for example, user-generated entertainment content.
2. The benefits and risks of crowdsourcing and the importance of managing the crowdsourcing community to avoid negative repercussions.
3. The dynamics found within crowdsourcing communities and importance of perceived fairness to the success of the crowdsourcing effort.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Annetta Grant, PhD, is a consumer researcher who studies consumer experience, especially in highly immersive consumption experiences. Her work examines how media shapes consumer culture, and how consumers’ relationships with nature shape environmentally-oriented markets. Dr. Grant’s work is published in leading journals such as the Journal of Consumer Research and the International Journal of Research in Marketing. Her findings are featured in The Atlantic and The New York Times. Her work has been presented extensively at international conferences including the Association for Consumer Research and Consumer Culture Theory conferences.
Dr. Grant is currently Assistant Professor of Markets, Innovation, and Design at Bucknell University. She holds a PhD and MSc in Marketing from Queen’s University in Canada, and a BBA from Université de Sherbrooke. Dr. Grant has extensive industry experience as a professional marketer at companies such as Cirque du Soleil, Travel Alberta, and Shell Canada.
Co-Authors
Henri Weijo is Associate Professor at Aalto University in Finland. His research interests include consumer behavior, more specifically within the field of consumer culture theory (CCT), and currently focuses on consumer creativity.
Peter Dacin is Kraft Professor of Marketing at the Smith School Of Business, Queen’s University. His research interests intersect marketing and organizations and include topics in traditions, custodianship, craft, social entrepreneurship, corporate reputation, marketing strategy and consumer behaviour.
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International Journal of Research in Marketing
Anetta Grant