Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/43780
Title: Fostering customer ideation in crowdsourcing community : the role of peer-to-peer and peer-to-firm interactions
Authors: Chan, KW 
Li, SY
Zhu, JJ
Keywords: Customer ideation
Idea generation
Online communities
Peer-to-firm interactions
Peer-to-peer interactions
Social interactions
Issue Date: 2015
Publisher: Elsevier
Source: Journal of interactive marketing, 2015, v. 31, p. 42-62 How to cite?
Journal: Journal of interactive marketing 
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.
URI: http://hdl.handle.net/10397/43780
ISSN: 1094-9968
DOI: 10.1016/j.intmar.2015.05.003
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