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EMAC 2023 Annual

Creative brief attractiveness shaping creative crowdsourcing contest outcomes: a comparison between “top” and “average” contributors

Published: May 24, 2023


Vellera Cyrielle, Toulouse School of Management; stéphane salgado, Toulouse School of Management - Université Toulouse 1 Capitole; Jean-François Lemoine, Université Paris 1 Panthéon-Sorbonne; Yannig Roth, Optee


Getting the most valuable customers to actively participate in creative crowdsourcing contests (CC contest) is increasingly crucial. To fill this gap, this research extends the crowdsourcing literature by developing a theoretical model among how creative brief shape CC contests outcomes. Based on two studies, including unique multi-source data (archival, attitudinal, and behavioral data), this research investigates the pivotal role of an understudied variable: creative brief attractiveness and its antecedents. For this, we compare two categories of participants: “top” contributors, who won at least one CC contest, and “average” contributors, the rest of the active crowd who have submitted to at least one contest but have never won. This paper provides several unique contributions to the CC literature: (1) brief attractiveness plays a mediating role in the relationship between key CC contest antecedents and outcomes (creativity and participation) ; (2) the brand relationship quality, the task variety and the platform experience are the main drivers of brief attractiveness ; (3) the drivers to leverage “top” contributors’ engagement in creative contests are the capacity of the creative brief to propose appealing contests and the possibility to compete with multicultural participants, while they pay less attention to the brand relationship quality, the prizes or the variety of tasks required to participate and (4) conversely, the “average” contributors (vs. “top”) are more likely to engage in a CC contest if they perceive the brief attractive.