Crowdsourcing contests for marketing ideas such as new ads, graphics, and products are popular, but do these strategies pay off with investors?

Read an in-depth recap of this research here: https://www.ama.org/2023/09/12/how-do-investors-react-to-crowdsourcing-contests/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231191446

Reference: Zixia Cao, Hui Feng, and Michael A. Wiles, “When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors,” Journal of Marketing.

Narrator: Nicole Tai Liu

Acknowledgments: Sushma Kambagowni

Topics: advertising, marketing strategy, social media, digital marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM