Fostering Customer Ideation in Crowdsourcing Community: The Role of Peer-to-peer and Peer-to-firm Interactions

Wa Kimmy Chan, Stella Yiyan Li, John Jian Jun Zhu

    Research output: Contribution to journalJournal articlepeer-review

    66 Citations (Scopus)

    Abstract

    Firms increasingly engage customers in idea generation (or ideation) to sustain their competitive advantages. Drawing from social interaction literature, this study adopts a social network perspective to investigate empirically how the characteristics (i.e., direction, size, and strength) of customers' online peer-to-peer (P2P) and peer-to-firm (P2F) interactions, moderated by customers' past efforts to post ideas (i.e., past ideation participation), influence their likelihood of generating ideas in an idea crowdsourcing community. With four years of data from a popular online crowdsourcing site, this study demonstrates the significant impacts of P2P and P2F online interactions on customers' likelihood of subsequent idea generation. In particular, a potential double-edged sword of past ideation participation emerges: A high level of past ideation participation strengthens (weakens) the impact of P2F (P2P) interactions on customers' subsequent idea generation. These findings suggest implications for how firms can cultivate customers' online social interactions with peers and firms and enhance their capabilities for capturing the wisdom of the crowd.
    Original languageEnglish
    Pages (from-to)42-62
    Number of pages11
    JournalJournal of Interactive Marketing
    Volume31
    DOIs
    Publication statusPublished - 15 Aug 2015

    Fingerprint

    Dive into the research topics of 'Fostering Customer Ideation in Crowdsourcing Community: The Role of Peer-to-peer and Peer-to-firm Interactions'. Together they form a unique fingerprint.

    Cite this