Social Gamification in Enterprise Crowdsourcing
Gregory Afentoulidis (Student TU Delft)
Z. Szlávik (IBM Benelux)
J. Yang (University of Fribourg)
A. Bozzon (TU Delft - Web Information Systems)
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Abstract
Enterprise crowdsourcing capitalises on the availability of employees for in-house data processing. Gamification techniques can help aligning employees' motivation to the crowdsourcing endeavour. Although hitherto, research efforts were able to unravel the wide arsenal of gamification techniques to construct engagement loops, little research has shed light into the social game dynamics that those foster and how those impact crowdsourcing activities. This work reports on a study that involved 101 employees from two multinational enterprises. We adopt a user-centric approach to apply and experiment with gamification for enterprise crowdsourcing purposes. Through a qualitative study, we highlight the importance of the competitive and collaborative social dynamics within the enterprise. By engaging the employees with a mobile crowdsourcing application, we showcase the effectiveness of competitiveness towards higher levels of engagement and quality of contributions. Moreover, we underline the contradictory nature of those dynamics, which combined might lead to detrimental effects towards the engagement to crowdsourcing activities.