How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig
Introduction
In recent years the efficient execution of market research projects is challenged by the decreasing interest of consumers to participate in such initiatives. For instance, the response rate in telephone interviews has fallen from 36% in 1997 to 9% in 2012 (Isaacson 2012). Similarly survey response rates are declining both in the United States and in Europe (Anseel et al, 2010; Fan and Yan 2010). Today it...