Crowdsourcing contests for marketing ideas such as new ads, graphics, and products are popular, but do these strategies pay off with investors?
Read an in-depth recap of this research here: https://www.ama.org/2023/09/12/how-do-investors-react-to-crowdsourcing-contests/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231191446
Reference: Zixia Cao, Hui Feng, and Michael A. Wiles, “When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors,” Journal of Marketing.
Narrator: Nicole Tai Liu
Acknowledgments: Sushma Kambagowni
Topics: advertising, marketing strategy, social media, digital marketing
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
