“Hey, What’S in It For Us?”: How to Initiate and Maintain Participation and Collaboration With Creative Consumer Crowds

Andrea Hemetsberger, University of Innsbruck, Austria
Robert Kozinets, York University, Canada
Social media sites are tempting spaces for crowdsourcing and community collaboration. Still, researchers are quite unaware of how to initiate and maintain cooperation with creative consumer communities. Drawing on two different examples of consumer engagement, we provide a framework and preliminary suggestions for participatory and collaborative practices in social media.
[ to cite ]:
Andrea Hemetsberger and Robert Kozinets (2011) ,"“Hey, What’S in It For Us?”: How to Initiate and Maintain Participation and Collaboration With Creative Consumer Crowds", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 170-171.