University of Twente Student Theses


The influence of social identity on creative crowdsourcing engagement

Starke, Ina (2014) The influence of social identity on creative crowdsourcing engagement.

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Abstract:The objective of this thesis is to empirically test the proposition by Piyathasanan et al. (2011) stating that a high social identity (self categorization, self-esteem, affective commitment) positively influences crowdsourcing engagement. This proposition has not been empirically tested in the literature, yet. An online questionnaire was sent to people in Estonia and Switzerland to fill this research gap. The method of a regression analysis was applied to evaluate the questionnaire. The empirical results show that self-esteem is the only factor of social identity which significantly influences people’s crowdsourcing engagement. Consequently, it would be wise of organizations to make their members feel comfortable and with that increase their self-esteem in order to be rewarded for that in terms of an increased willingness from the side of members to act in favor of their organization.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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