Feedback matters: Enhancing the intention to submit ideas in ideation contests
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2024-07-04
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en
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The purpose of this research is to look at the effects of two types of support, firm support and
peer support, on the intention of participants to submit their innovative ideas in ideation
contests. Furthermore, different firm types, start-up and established, were examined as a
moderating role. The potential mediating role of customer engagement in the relationship
between the type of support and the intention to submit ideas was also examined. To investigate
these effects, an experiment was conducted in which a hypothetical company organized an
ideation contest. There were four different scenarios in which different types of support and
different types of companies were present. The findings of the study show that the type of
support has a positive effect on the intention to submit ideas, with firm support leading to a
higher intention compared to peer support. The type of firm did not have a significant
moderating effect. Furthermore, customer engagement did not have a mediating effect but did
have a positive effect on the intention to submit. These findings add to existing literature by
showing which type of support has a greater effect on participants' intention to submit their
ideas. Regarding the practical implications, to increase the intention to submit ideas companies
should take both types of support into account but should especially focus on firm support when
designing ideation contests.
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Faculteit der Managementwetenschappen