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Journal Article

Online Social Network Citizen Engagement on Instagram Crowdsourcing: A Conceptual Framework  pp283-292

Izzal Asnira Zolkepli, Hedhir Hasno, Sharifah Nadiah Syed Mukhiar

© Dec 2015 Volume 13 Issue 4, Special Issue on Social Media in our Life, Editor: Anabela Mesquita and Paula Peres, pp255 - 292

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Abstract: The emergence and popularity of online social network platform has greatly transformed the way businesses work in terms of collaborations, communications and crowdsourcing with the boom of Web 3.0 technology. Crowdsourcing is regarded as volunta ry participative group behaviour engaging in company activities within online social networks. Previous studies have identified some basic characteristics of crowdsourcing initiatives from business to business perspectives which defined crowd, clear goal , benefits received by the crowd, online task assigned process and more. However, from the consumer‚†ís perspective; motivation for such participative behavior is still not well researched. Finding the right type of motivation in order to establish this b ehavior is essential for the success of crowdsourcing. Two primary motivation categories described in the literature are extrinsic (which is referred as technology‑push forces) and intrinsic (which is referred as need‑pull forces) motivation. To under stand this requires an exploratory study that discloses the psycho‑social motivations of crowdsourcing, since currently there is no established unitary and shared knowledge on consumer engagement on crowdsourcing. For this research, crowdsourcing is exami ned through the Instagram platform. Instagram is an online mobile photo‑sharing, video‑sharing and social network service that enables online social network citizens (OSNC) to take pictures and videos, and share them on Instagram as well as on other soc ial networking platforms. Instagram‚†ís simple design allows images and short videos to fill the screen with nothing to clutter the experience of viewing. Similarly, images and short videos of brand posted on Instagram gives equally compelling visual expe rience that inspire followers to share, post comments and encourage conversations. Instagram taps into the collective intelligence of their followers, the followers receives benefits from crowdsourcing in terms of personal and social recognition. In this regard, this research will explore on motivating f


Keywords: Keywords: crowdsourcing, Instagram, online social network, motivations, engagement


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