Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

PurposeThis paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approachFour studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. FindingsThe findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A-1B), mediated by self-brand connection (Studies 2-3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implicationsThe findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/valueThis research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers' reactions to crowdsourcing (vs firm-generated) cues.