Does the crowd care? Monetary Rewards, ESG Goals and Participation in Crowdsourcing Competitions
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2024-07-09
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en
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Harnessing the power of collective intelligence through crowdsourcing competitions requires attracting a diverse range of participants. This thesis investigates how monetary rewards and Environmental, Social, and Governance (ESG) goals impact participation, using Kaggle as a case study. By analyzing 380 competitions and utilizing machine learning (ML) to evaluate ESG aspects, this research highlights that both financial incentives and ESG goals significantly increase the number of participants. Interestingly, high ESG scores can mitigate the impact of monetary rewards, indicating a complex interplay between extrinsic and intrinsic motivators. These findings provide valuable insights for organizations aiming to design effective crowdsourcing competitions by taking into account moderation effects of ESG goals on monetary rewards. This study demonstrates the potential of applying ML techniques to process textual data on crowdsourcing competitions. The research approach offers new insights in the different contextual factors that influence participation, while providing evidence of the applicability of ML methods to access unexplored data regarding crowdsourcing competitions.
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Faculteit der Managementwetenschappen