Crowdsourcing and Digital Workforce in the Gig Economy

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    Internal Branding in the Gig and Sharing Economy: Enhancing Service Providers’ Engagement to Achieve Higher Customer Satisfaction
    ( 2021-01-05) Niyomwungeri, Obed ; Chankov, Stanislav
    Traditional service industries rely on internal branding and employee engagement to ensure their employees deliver their brand promises. However, they are evolving into more on-demand work than ever before. Both gig and sharing economy (GE&SE) platforms enable individuals to provide on-demand services. Although those service providers (SPs) are not employed by GE&SE platforms, consistent delivery of brand promises by the SPs is crucial in GE&SE too. Thus, we aim to investigate the importance of internal branding in GE&SE as a key factor in achieving higher customer satisfaction by analyzing the SP’s engagement to the brand. Accordingly, we develop a comparison framework and conduct nine interviews with SPs, which we then analyze by means of a cross-case analysis. The results show that internal branding practices can play an important role in enhancing the SPs’ engagement levels. Moreover, highly engaged SPs will go the extra mile to satisfy the customers’ needs.
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    A Process Perspective on Emerging Value in Tournament-based and Collaborative Crowdsourcing
    ( 2021-01-05) He, Hee Rui ; Kotlarsky, Julia ; Nevo, Dorit
    Value, in crowdsourcing, is attributed to outcomes such as reducing costs, improving quality through broad participation, generating alternate solutions with increased creativity, and enabling the employment of specialists on an ad-hoc basis. These benefits of crowdsourcing typically reflect the focal firm’s perspective and are perceived at a single point in time, either prior to initiating the project or post-hoc. In this study we take a longitudinal and stakeholder-centered approach to examine the process of value (co-)creation through interactions between firm and crowd. We offer a process perspective on emerging value and distinguish between value for firm and value for crowd. In doing so, we address an observed gap in the literature which lacks an overarching understanding of crowdsourcing value creation process.
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    Introduction to the Minitrack on Crowdsourcing and Digital Workforce in the Gig Economy
    ( 2021-01-05) Deng, Xuefei ; Taylor, Joseph ; Moussawi, Sara