This paper advances a new theoretical model to understand the effect of culture on creativity in a global context. We theorize that creativity engagement and success depend on the cultural tightness-the extent to which a country is characterized by strong social norms and low tolerance for deviant behaviorsof both an innovator's country and the audience's country, as well as the cultural distance between these two countries. Using field data from a global online crowdsourcing platform that organizes creative contests for consumerproduct brands, supplemented by interviews with marketing experts, we found that individuals from tight cultures are less likely than counterparts from loose cultures to engage in and succeed at foreign creative tasks; this effect is intensified as the cultural distance between the innovator's and the audience's country increases. Additionally, tight cultures are less receptive to foreign creative ideas. But we also found that in certain circumstances-when members of a tight culture do creative work in their own or culturally close countriescultural tightness can actually promote creativity success. This finding implies that some degree of convergent thinking as engendered by tight cultures could be beneficial for creativity, challenging the dominant view in creativity research that divergent thinking is a prerequisite for creative performance.

Crowdsourcing is a problem-solving approach that taps the knowledge, energy, and creativity of a global, online community. Like marketing, crowdsourcing originated and continues to evolve in the private sector. Health communicators and social marketers can use crowdsourcing across the research-development-dissemination process. This article provides an overview of crowdsourcing and how it can be used to speed up and enhance social marketing and health communication. Nielsen's 1/9/90% model is presented as a guide for engaging appropriate crowds for tasks throughout the development process. The four Fs that motivate online contributors--Fun, Feeling good (fulfillment), Fame, and Fortune--are also presented as ways of incentivizing crowd engagement and matching the incentive to the task at hand. Crowdsourcing resources, such as curating agencies, websites, and crowd labor markets, can be tremendous force multipliers. If done strategically, crowdsourcing has the promise of giving well-researched and creative social marketing results for less money and in less time than traditional methods.

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In this work we seek to understand how differences in location effect participation outcomes in ITmediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the results of our investigation from data encompassing 1,858,202 observations from 28,214 crowd members on 94 different projects in 2012. Using probit regressions to isolate geographic effects by continental region, we find significant variation across regions in crowdsourcing participation. In doing so, we contribute to the literature by illustrating that geography matters in respect to crowd participation. Further, our work illustrates an initial validation of Crowd Capital Theory as a useful theoretical model to guide empirical inquiry in the fast-growing domain of IT-mediated crowds.

Cet article propose d’aborder un aspect souvent mentionné mais rarement traité à ce jour dans la littérature sur le crowdsourcing  : les liens juridiques qui unissent les contributeurs aux plateformes. Après une présentation des différentes catégories de crowdsourcing existantes, nous proposons une classification de ces pratiques collaboratives en fonction du degré d’autonomie dont disposent les participants lors de l’exécution de leurs missions. Nous précisons à cette occasion les cas où les activités demandées aux internautes peuvent faire l’objet d’une requalification en contrat de travail.

In this work we seek to understand how differences in location effect participation outcomes in ITmediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the results of our investigation from data encompassing 1,858,202 observations from 28,214 crowd members on 94 different projects in 2012. Using probit regressions to isolate geographic effects by continental region, we find significant variation across regions in crowdsourcing participation. In doing so, we contribute to the literature by illustrating that geography matters in respect to crowd participation. Further, our work illustrates an initial validation of Crowd Capital Theory as a useful theoretical model to guide empirical inquiry in the fast-growing domain of IT-mediated crowds.