Online Crowdsourcing Campaigns: Bottom-Up versus Top-Down Process Model

When a crowd’s motivations are not triggered, they may not necessarily commit their best efforts, even if they have the knowledge to answer an open call. Drawing on the incentive theory, we introduce a top-down process model for an online crowdsourcing campaign that addresses the crowd’s motivations. This model is in contrast to the traditional bottom-up process model, where the crowd self-selects an open call based on their knowledge. We adopt...