Quotation Füller, Johann and Hutter, Katja and Hautz, Julia and Thürridl, Carina. 2014. Don't mess with the crowd! The emergence and management of crowdsourcing disasters. In Academy of Management Annual Meeting Proceedings , Hrsg. Academy of Management, S. 15432-15432. Philadelphia, PA: None.




This paper contributes to a more holistic picture of social conflict in crowdsourcing initiatives and thereby deepens the understanding of the risks and downsides. It explores the sources, formation, patterns, and dynamics of conflicts and further investigates strategies for successful conflict management in online environments. Based on a real-field setting of a crowdsourcing contest, procedural, distributive and interactive fairness violations were found to trigger conflict. Moreover, results show that claimants “frame” perceived injustice and spread it across the boundaries of the crowdsourcing platform to influence and mobilize adherents. Group affiliation and herding behavior generate social dynamics that may lead to viral spread and contagious adoption. By investigating the consequences of conflict management practices the theoretical understanding of conflict avoidance and de-escalation is deepened. We provide managerial implications for the handling of crowdsourcing initiatives, and illustrate recommendations for hosting organizations.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title Don't mess with the crowd! The emergence and management of crowdsourcing disasters
Title of whole publication Academy of Management Annual Meeting Proceedings
Editor Academy of Management
Page from 15432
Page to 15432
Location Philadelphia, PA
Year 2014
URL http://proceedings.aom.org/content/2014/1/15432.short?related-urls=yes&legid=amproc;2014/1/15432
JEL 10.5465/AMBPP.2014.15432abstract


Thürridl, Carina (Former researcher)
Füller, Johann (University of Innsbruck, Austria)
Hautz, Julia (University of Innsbruck, Austria)
Hutter, Katja (Harvard University, United States/USA)
Institute for Marketing and Consumer Research IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5320 Marketing (Details)
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