نسرین ماه آورپور - Marketing Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
معصومه حسین زاده شهری - Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
محمد علی بابایی زکیلکی - Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
ندا عبدالوند - Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

Despite the fact that the concept of crowdsourcing is extensively employed by scholars, the dynamic interactions between crowd and crowdsourcer have received scant attention. This article aims to explore the successful drivers of crowdsourcing platforms by considering the role of both main sides, namely meaning crowd and crowdsourcer. The current study develops a marketing-crowdsourcing model and explores the dynamic association between the identifying variables. In the proposed model, different scenarios were considered to explore the effective mechanism for reinforcing crowd/ crowdsourcer to participate in the crowdsourcing of marketing activities. Using system dynamics relationships, casual loops, and stock and flow diagrams, this study proposes a framework for the crowdsourcing of marketing activities.

Marketing-Crowdsourcing Framework, System Dynamics, Crowd Participation, Crowdsourcing