Consumer Participation in FMCG Crowdsourcing Contests

Sammanfattning: Thesis purpose: The purpose of this study is to contribute to the existing literature on co-creation, specifically regarding the phenomenon of consumer participation in crowdsourcing contests. By taking a consumer perspective, it is our ambition to improve the conceptualization of the phenomenon of participants motives, experiences, attitudes and feelings, in general and related to the brand, in crowdsourcing contests. Methodology: An interpretive epistemology and social-constructionist ontology led us to a phenomenological method in which we conducted qualitative research. By following an abductive approach and conducting qualitative interviews rich respondent data was gathered and systematically analyzed as inspired by the hermeneutic circle approach. Theoretical perspective: The theoretical departure of the study starts out with theories relating to crowdsourcing contests as part of co-creation. The aspect of value co-creation and consumer characteristics is explained through the application of Consumer Culture Theory and Social Production in the Ethical Economy. Moreover, consumer motivation and experience theories were described to create a theoretical lens. Empirical data: Semi-structured instant messaging interviews were conducted with seven participants of the ‘Mein Burger 2012’ FMCG crowdsourcing ideation-contest of McDonalds Germany Inc. Conclusion: Our conclusion is that consumers show a mixture of both intrinsic and extrinsic motivations, wherein intrinsic motives are more dominant. The intrinsic motive of ‘Fun’ is expressed by all the interviewees and is therefore the strongest motive. However, as well other intrinsic motives were found like ‘Co-determination’ and ‘Joining the Mainstream’. We also found the extrinsic motives of ‘Prize’ and ‘For His Own Community’. When it comes to the effect of the crowdsourcing experience on the consumers attitude towards the brand we found that the participants tended to distinguish between the encountered experience of the crowdsourcing contest and the conducting brand and did not change their initial attitude. Within the encountered experience participants were mainly involved through the elements of Personal Relevance and Engagement.