Team Diversity and Team Success in Collaborative Crowdsourcing

Rong Wang

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

The value of crowdsourcing in solving problems is its ability to aggregate diversity from a crowd. The literature tends to define diversity as a general attribute of the crowd, without unpacking it as a multidimensional concept or measuring it as an attribute of members within a crowd. This study examines collaborative crowdsourcing where people form virtual bona fide groups to win social issue contests. Guided by the literature on generative co-creation and Social Identity Theory, this paper investigates how diversity at the team level affects team winning. With behavioral data from a global crowdsourcing community Openideo, this study finds that teams with higher diversity in members’ expertise, winning experience, and geolocation distribution are more likely to win crowdsourcing contests. However, higher team diversity attributed to members’ community tenure could lead to worse team performance. Discussion on how to leverage the benefits of diversity in collaborative crowdsourcing while avoiding disruptive influences are provided.

Original languageEnglish
Pages (from-to)68-84
Number of pages17
JournalCommunication Studies
Volume73
Issue number1
DOIs
StatePublished - 2022

Bibliographical note

Funding Information:
This work was supported by the Annenberg School for Communication and Journalism, University of Southern California.

Publisher Copyright:
© 2021 Central States Communication Association.

Keywords

  • Diversity
  • bona fide groups
  • collaborative crowdsourcing
  • generative co-creation
  • online collaboration
  • social identity theory

ASJC Scopus subject areas

  • Communication

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