How can the Relationship be a Motivator?: A qualitative study of Motivation towards Crowdsourcing
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Background: Successful crowdsourcing cannot be accomplished without a motivated community of participants. Hence, organisations need to use incentives that motivate the crowd to participate in crowdsourcing processes. Further, maintaining a working relationship between the organisation and the crowd throughout the duration of a project is a challenge with crowdsourcing. Thus, it creates difficulties in monitoring the quality of the outcome, which is the motivator for the organisation. However, previous studies have not covered the area of how the relationship between the organisation and the crowd influence their motivation.
Purpose: Describe how motivation is influenced by the relationship between an organisation and the crowd in a crowdsourcing process.
Research questions: RQ1: How do an organisation and a crowd describe the relationship during the crowdsourcing process?
RQ2: How do an organisation and a crowd describe their motivation during the crowdsourcing process?
RQ3: How do the relationship between an organisation and a crowd influence motivation during the crowdsourcing process?
Methodology: A single embedded case study, semi-structured interviews
Conclusion: It is highly important that a company and a crowd have a good relationship in crowdsourcing, because it goes hand in hand with having a high motivation. It ought to be hard to state which term that influences the other, if it is the relationship that influences the motivation or if it is the motivation that influences the relationship. Thus, the result of this thesis explains that the relation between them is dynamic.
Place, publisher, year, edition, pages
2014. , 106 p.
Crowdsourcing, the crowdsourcing process, motivation, motivation factors, relationship
IdentifiersURN: urn:nbn:se:lnu:diva-35759OAI: oai:DiVA.org:lnu-35759DiVA: diva2:730510
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
Halvarsson, Dan, Universitetsadjunkt
Devine, Åsa, Lektor