Faculty of Business Brown Bag Seminar Series| Marketing |Asst. Prof. Xiaohan (Hannah) Wen

Business School Brown Bag Seminar  - MARKETING

Date: Friday, December 8 2023
Time: 13:30-15:00
Location: AB2 345

Speaker: Xiaohan (Hannah) Wen

Title: Exploring Campaign Design: The Role of Campaign Novelty in Crowdsourcing Success

Abstract: Crowdsourcing campaigns have gained immense popularity, with studies highlighting their potential to enhance efficiency and innovativeness from a production perspective. While existing research emphasizes the impact of crowdsourcing on brand perceptions, consumer behavior literature falls short in addressing the implications of widespread and common use of crowdsourcing in the marketplace. This research aims to fill this gap by investigating the relationship between crowdsourcing campaign novelty and consumer engagement, specifically focusing on pro-brand behaviors such as willingness to participate. Drawing on signaling theory from economics, our study employs two lab experiments and analyzes 883 real-world crowdsourcing campaigns. The central finding reveals a significant factor, campaign novelty, influencing consumers' pro-brand behaviors, particularly their likelihood to participate in crowdsourcing campaigns. This effect holds true for both new product development (NPD) and promotion-related crowdsourcing initiatives. Our results contribute to a more comprehensive understanding of designing effective crowdsourcing campaigns, emphasizing the importance of embracing novelty.