Advances in Crowdsourcing (eBook)

Foreword 5
Contents 7
1 From Crowdsourcing to the Use of Masscapital. The Common Perspective of the Success of Apple, Facebook, Google, Lego, TripAdvisor, and Zara 9
Abstract 9
1.1 Introduction 9
1.2 From Outsourcing to Crowdsourcing, from Crowdsourcing to Masscapital 11
1.3 The Use of Masscapital by Successful Business Firms 14
1.4 Space, Time, and Volume in the Promotion of Masscapital 17
1.5 Conclusions 18
References 19
2 Recruiting Individuals to a Crowdsourcing Community: Applying Motivational Categories to an Ad Copy Test 22
Abstract 22
2.1 Introduction 22
2.2 Literature Review 23
2.3 Method 27
2.4 Results 30
2.5 Discussion 32
2.6 Limitations and Conclusions 33
Acknowledgments 34
References 34
3 Crowdsourcing Fundamentals: Definition and Typology 39
Abstract 39
3.1 Introduction 39
3.2 Theoretical Background 41
3.2.1 Toward an Integrated Definition 41
3.2.2 Toward an Integrated Typology 41
3.3 Methodology 42
3.3.1 Regarding the Definition 42
3.3.2 Regarding the Typology 43
3.4 Results 43
3.4.1 Results on the Definition 43
3.4.2 Results on the Typology 46
3.5 Discussion 47
3.5.1 Regarding the Definition 47
3.5.2 Regarding Typology 48
3.5.3 Regarding the Literature Review Results 48
3.6 Conclusions 49
References 50
4 Crowdsourcing and the Evolution of a Business Ecosystem 55
Abstract 55
4.1 Introduction 56
4.2 Business Ecosystems 57
4.3 The Case Study 59
4.3.1 Methodology 59
4.3.2 Presentation of the Case 59
4.3.2.1 Multi-space Meters as BE Platforms 60
4.3.2.2 The Parkeon Pulse Your City Project 60
4.4 Analysis and Discussion 62
4.4.1 Mobilized Knowledge: Comparative Analysis of the Competition 62
4.4.2 Service Innovation Within a BE 62
4.4.3 The Not-Invented-Here Syndrome 64
4.5 Conclusion 66
References 66
5 From Leakage to Crowdsourcing: A Model for Enhancing the Participation of Local Firms 69
Abstract 69
5.1 Introduction 70
5.2 The Importance of Leakage: The Problem and Its Solutions 71
5.3 Crowdsourcing: The Power of Local Participation 73
5.4 Conclusions 75
References 76
6 Crowdsourcing: A New Way to Citizen Empowerment 78
Abstract 78
6.1 Introduction 79
6.2 Understanding Empowerment 79
6.3 Definition of Crowdsourcing 82
6.4 Types of Crowdsourcing Projects 83
6.5 Definition of Empowerment-oriented Crowdsourcing 87
6.6 Conclusions 89
References 89
7 Crowdsourcing in Higher Education 92
Abstract 92
7.1 Introduction 93
7.2 Crowdsourcing State of the Art 93
7.3 Crowdsourcing Methods in Higher Education 95
7.3.1 Crowdteaching and Educational Resources 96
7.3.2 Crowdlearning and Suitable Platforms 96
7.3.3 Crowdtuition 98
7.3.4 Crowdfunding Educational Infrastructures 99
7.4 Conclusion 99
References 100
8 Crowdsourcing with University Students: Exam Questions 101
Abstract 101
8.1 Introduction 102
8.2 Crowdsourcing Techniques in Higher Education 102
8.3 Experiment 103
8.3.1 Context and Sample 104
8.3.2 Description of the Experiment 104
8.3.3 Objectives of the Experiment 105
8.4 Results 105
8.5 Conclusions 107
References 107
9 Humanizing Internal Crowdsourcing Best Practices 109
Abstract 109
9.1 Introduction 109
9.2 Crowdsourcing and Social Networks as Generators of Internal Organizational Value 111
9.3 Internal Crowdsourcing Best Practices 114
9.4 Humanizing the Crowdsourcing Best Practices 115
9.5 Conclusions 118
Annex I: Current and Official IBM's Social Computing Guidelines 120
References 121
10 Using Crowdsourcing to Overcome Barriers to Women Entrepreneurship 122
Abstract 122
10.1 Introduction 122
10.2 Using Crowdsourcing to Overcome Barriers to Women Entrepreneurship 124
10.2.1 Access to Financing 124
10.2.1.1 Alternative: Crowdfunding 125
10.2.2 Knowledge Transfer 126
10.2.2.1 Alternative: Crowd Wisdom 126
10.2.3 Access to Technological Sectors 127
10.2.3.1 Alternative: Crowdfunded Media 128
10.3 Conclusions 129
References 129
11 Gamification for Crowdsourcing Marketing Practices: Applications and Benefits in Tourism 132
Abstract 132
11.1 Introduction 132
11.2 Gamification in Marketing: Concept, Aims, Applications and Benefits 133
11.3 Implementing Gamification: Elements and Principles of Funware Design 134
11.4 Gamification Application in Marketing 139
11.4.1 Before the Purchase/Consumption of the Tourism Experience 140
11.4.2 During the Purchase/Consumption of the Tourism Experience 142
11.4.3 After the Purchase/Consumption of theTourism Experience 145
11.5 Conclusion 146
References 146
12 Crowdsourcing: An Application of Promotional Marketing 149
Abstract 149
12.1 Crowdsourcing, the Power of the Crowd 150
12.1.1 Definition 150
12.2 Crowdsourcing Types 151
12.2.1 Based on the Type of Task that Is Crowdsourced 152
12.2.2 Based on the Type of Labour Performed 153
12.2.3 Based on the Problems that Crowdsourcing Is Trying to Solve 153
12.2.4 Based on the Motivation to Participate 154
12.3 Basic Crowdsourcing Principles 154
12.4 Crowdsourcing Success Stories: An Implementation of Promotional Marketing 156
12.4.1 Lay's 156
12.4.2 Doritos 157
12.4.3 LEGO CUUSOO 159
12.5 Conclusions 160
Appendix 1 Crowdsourcing Concept Definitions 161
References 162
13 Advances in Crowdsourcing: Surveys, Social Media and Geospatial Analysis: Towards a Big Data Toolkit 164
Abstract 164
13.1 Introduction 164
13.2 SurveyMapper 166
13.3 Tweet-o-Meter 171
13.4 Big Data Toolkit 175
13.5 Conclusion 179
References 180
Index 181