Yannig Roth

Yannig Roth
Université de Paris 1 Panthéon-Sorbonne | UNiVPARIS1 · Interdisciplinary Centre for Research in Management Science

PhD in Marketing

About

12
Publications
9,725
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
256
Citations
Introduction
After a Masters in Webmarketing at ESSCA School of Management, for which the Masters thesis was the very last step, I have defended my PhD in Marketing at Sorbonne University in January 2016. I am interested in marketing, innovation and design-related topics, but also love to free my head by cycling, running, reading or drawing. I tweet under @YannigRoth
Additional affiliations
January 2012 - January 2016
Université de Paris 1 Panthéon-Sorbonne
Position
  • PhD Student

Publications

Publications (12)
Article
Full-text available
In this work we seek to understand how differences in location affect participation outcomes in IT-mediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the early results...
Article
This article deals with an aspect often mentioned but rarely treated in the crowdsourcing’ literature : the legal relationships between the contributor and the platform. After a presentation of the different kinds of crowdsourcing, we propose a classification of these practices based on the degree of independence left with the workshops. On this oc...
Thesis
Full-text available
L’objectif de ce travail doctoral est de mieux comprendre la participation des internautes au crowdsourcing d’activités créatives, souvent employé dans le marketing pour générer de nouvelles idées d’innovation et de communication. Après avoir défini et conceptuellement délimité le terme de crowdsourcing, nous proposons une revue de littérature au s...
Conference Paper
Online idea generation platforms are increasingly used to generate ideas of innovative products. Crafting the problem statement carefully is a key factor of success, however, the current literature remains limited concerning what kind of task instructions should be used to increase the quality of ideas in online idea generation. This research exami...
Chapter
Full-text available
This study operationalizes different motivational categories to participate 7 in crowdsourcing and tests them with a series of advertisements in different 8 countries. We found that internalized extrinsic motivations were more appealing to 9 individuals overall and that results differed across countries, which is novel in 10 research about crowdsou...
Conference Paper
Full-text available
In this work we seek to understand how differences in location affect participation outcomes in IT-mediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the early results...
Conference Paper
Full-text available
In this work we seek to understand how differences in location affect participation outcomes in IT-mediated crowds. To do so, we operationalize Crowd Capital Theory with data from a popular international creative crowdsourcing site, to determine whether regional differences exist in crowdsourcing participation outcomes. We present the early results...
Conference Paper
Full-text available
Cet article propose d’aborder un aspect souvent mentionné mais rarement traité du crowdsourcing : les enjeux juridiques. En nous basant sur les typologies existantes, nous décrivons les différentes formes que prend le crowdsourcing aujourd’hui, puis nous nous concentrons sur le concept d’autonomie pour présenter les opportunités et les risques que...
Conference Paper
Full-text available
How does the geographic location of individual crowd members effect crowdsourcing participation and outcomes? How do variations in contest design effect crowdsourcing participation and outcomes by country and region? In this work we begin to answer these important questions by empirically testing the effects of geography and contest design on crowd...
Article
Full-text available
This paper advances a new theoretical model to understand the effect of culture on creativity in a global context. We theorize that creativity engagement and success depend on the cultural tightness—the extent to which a country is characterized by strong social norms and low tolerance for deviant behaviors—of both an innovator’s country and the au...
Article
Full-text available
Crowdsourcing is a problem-solving approach that taps the knowledge, energy, and creativity of a global, online community. Like marketing, crowdsourcing originated and continues to evolve in the private sector. Health communicators and social marketers can use crowdsourcing across the research-development-dissemination process. This article provide...
Chapter
Traditionally, the production of video advertising has been – and still is – carried out by the creative services of advertising agencies. But many argue that this process is too long and costly: one of the suggested solutions is to use crowdsourcing as a way to generate video content for brands. The “creative core” of decision-makers in the produc...

Network

Cited By

Projects

Project (1)
Project
IT-mediated crowds are being implemented for multifarious purposes, using multifarious techniques. We seek to coalesce a specific and enduring community of researchers focused on the study of IT-mediated crowds as a phenomenon. Our aim is to harness, and thus focus, the currently very broad inter-disciplinary study of IT-mediated crowds, to incite a sharing of results and a cross-pollination of ideas among researchers currently looking at IT-mediated crowds from IS, I-School, HCI, Computer Science, Marketing, Education, Natural Sciences, Communication, and Technology Innovation perspectives.