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Digitalisation has great impact on employee-employer relationships. With Web 2.0 modern features like flexibility and mobility influence the organisational structure. Crowdsourcing is a new form of remote employment which will be analysed in this work. This system consists of several anonymous freelancers taking part in task collaboration via the internet. It is a process of connecting with a large group of unknown people in order to find solutions for a certain problem. This phenomenon describes several possibilities and challenges for Human Resources Management.
Based on the main literature two hypotheses were stated: The first one assumed that this certain success is dependent on participation and the second hypothesis proposes the dependence of the digital community itself. This bachelor thesis tries to investigate the influential factors contributing to a successful crowdsourcing initiative in the context of HR. The essence of this lies in motivational aspects therefore first crucial features were determined that lead to and result from motivation. Next, desirable characteristics of the crowd itself were identified such as diversity and autonomy. This all was concluded with the assumption that HR’s responsibility is developing novel possible practices in order to cope with the new challenges crowdsourcing presents. How those mentioned processes and suggestions might be put into practice maintains a suspect matter which requires more investigation in the future.
The aim of this paper is to explore factors driving and affecting motivation of workers for participating in Crowdsourcing platforms and propose adequate incentive mechanisms. A general definition what mainly motivates crowd workers, poses a difficult task, as it depends on a diversity of opportunities and challenges, which entail Crowdsourcing systems. Although they represent a common notion for the majority of crowd workers, these opportunities and challenges do not have the same effect on their motivation, as crowd workers are in different situations and differ in their influenceability. Thus, creating incentive mechanisms for such a heterogeneous pool of people with different backgrounds, holding different reasons and motivations concerning their participation at Crowdsourcing platforms represents a major challenge. In any case, incentives should meet the needs of the increasing number of remote workers in order to motivate them participating in Crowdsourcing platforms and contribute with quality work. This in return will ensure the sustainability of the Crowdsourcing system.
In recent years, an increasingly technological and digital world, with new opportunities
and communication channels, has seen a power shift between brands and their consumers
in favor of the latter (Hansen et al., 2018). This bachelor's thesis examines the question
of whether there are models that can help companies and their brands to counteract the
change in the power balance while responding to changing consumer behavior.
Method: To answer this question, two models, crowdsourcing, and influencer marketing
were presented, that can also be used in the context of brand management. These were
analyzed from a brand perspective in terms of their possibilities and benefits. In addition,
both were analyzed from the consumer's point of view in terms of their correspondence
with the customers' requirements.
Results: The results show that both crowdsourcing and influencer marketing are suitable
in principle, because they address parts of the new consumer requirements, while at the
same time enabling the brand to act in a more self-determined manner. For a successful
implementation of the models, however, it is essential that there is a strong brand
community that wants to interact with the brand and its partners.
Significance of the results: The results provide some good initial insights into solving the
problem presented, but also clearly point out, that further research is required to better
address the issue of the shifted balance of power between consumers and brands.