Crowdsourcing initiatives during the COVID-19 pandemic: empirical evidence from the Italian context

Abstract

PurposeAcademics and practitioners are increasingly discussing the role of crowdsourcing initiatives in dealing with the challenges imposed by the COVID-19 pandemic, along with their role in an emergency context in general. However, empirical evidence about the role of crowdsourcing initiatives in an emergency context is still scarce. This paper aims to address this gap in knowledge.Design/methodology/approachThe authors adopted an inductive approach to investigate how companies leveraged crowdsourcing initiatives to address the issues posed by COVID-19. Data were collected through semi-structured interviews. The selection of the interviewees was based on a purposive sampling strategy. Data were analysed through thematic analysis.FindingsThe analysis led to the identification and examination of drivers (e.g. preserving relationships with customers), advantages (e.g. increased demand for services) and disadvantages (e.g. increased platform cost) of implementing crowdsourcing initiatives during COVID-19. By leveraging the findings, this paper suggests future research opportunities. Relevant future research opportunities include: (1) quantitatively evaluating the economic impact of crowdsourcing initiatives during a disruptive event and (2) examining how the sector in which the company operates influences the beneficial and detrimental effects of crowdsourcing initiatives on company performance.Originality/valueThe involvement of crowds as innovation partners has provided unique opportunities for companies to innovate and address the challenging scenario. The scientific literature about the role of crowdsourcing during COVID-19 is growing. However, there is still a scarcity of empirical evidence about the mechanisms underpinning the use of crowdsourcing during the pandemic. By leveraging semi-structured interviews, this paper addresses this relevant gap in knowledge.

An innovative approach to online consumer behaviour segmentation: the self-determination theory in an uncertain scenario

“…A pandemic can significantly affect human behaviour (Sedita et al. , 2022; Vermicelli et al. , 2022), and consumers can become more attentive and demanding; above all, they can become accustomed to finding what they need online (Pantano et al.…”

“…As expressed by self-determination theory Ryan, 2000, 2012) people need to experience a sense of belonging and attachment to other people, and the use of the Internet and the exploitation of electronic commerce appear useful for satisfying these needs. More specifically, in an uncertain scenario such as the COVID-19 pandemic (Sedita et al, 2022;Vermicelli et al, 2022), it is necessary to also consider the effects of environmental variables such as isolation, community containment, the avoidance of social contact and social distancing (Wilder-Smith and Freedman, 2020). In this way, as stated by Constantinides (2002), the leading e-commerce strategic, operational and organizational issues must be considered in an integrated and manageable manner.…”

“…More specifically, the internet is considered a tool and a place where interactions among consumers can be developed to enhance their communication and obtain information (Cho and Khang, 2006). Information and communication technologies have become essential in human life, especially during the rapid spread of the pandemic (Barnes, 2020; Vermicelli et al., 2022) or in an uncertain scenario in general (Sedita et al. , 2022).…”

“…, 2021; Donthu and Gustafsson, 2020; Barnes, 2020). Following the outbreak of the pandemic (Vermicelli et al. , 2022), vital public health measures were applied to the first and second waves based on massive mobility restrictions, fever screening, community distancing and, generally, community containment (Bellis et al., 2022; Pantano et al.…”

“…In contrast, all other situations where consumers can finalize their purchases in the way that they usually prefer (online, offline or multichannel) are referred to as a normal scenario. Specifically, the uncertain scenario of the COVID-19 crisis (Santos et al, 2020;Sedita et al, 2022;Vermicelli et al, 2022) has caused profound people to live modifications and particular effects such as isolation, community containment, the avoidance of social contact and the practice of social distancing (Wilder-Smith and Freedman, 2020). Specifically, consumer habits have changed significantly due to the severe restrictions and lockdowns (Pantano et al, 2020;Sheth, 2020;Hale et al, 2020) that have been applied during the spread of the virus.…”