摘要：The emergence and popularity of online social network platform has greatly transformed the way businesses work in terms of collaborations, communications and crowdsourcing with the boom of Web 3.0 technology. Crowdsourcing is regarded as voluntary participative group behaviour engaging in company activities within online social networks. Previous studies have identified some basic characteristics of crowdsourcing initiatives from business to business perspectives which defined crowd, clear goal, benefits received by the crowd, online task assigned process and more. However, from the consumer's perspective; motivation for such participative behaviour is still not well researched. Finding the right type of motivation in order to establish this behaviour is essential for the success of crowdsourcing. Two primary motivation categories described in the literature are extrinsic (which is referred as technology-push forces) and intrinsic (which is referred as need-pull forces) motivation. To understand this requires an exploratory study that discloses the psycho-social motivations of crowdsourcing, since currently there is no established unitary and shared knowledge on consumer engagement on crowdsourcing. For this research, crowdsourcing is examined through the Instagram platform. Instagram is an online mobile photo-sharing, video-sharing and social network service that enables online social network citizens (OSNC) to take pictures and videos, and share them on Instagram as well as on other social networking platforms. Instagram's simple design allows images and short videos to fill the screen with nothing to clutter the experience of viewing. Similarly, images and short videos of brand posted on Instagram gives equally compelling visual experience that inspir e followers to share, post comments and encourage conversations. Instagram taps into the collective intelligence of their followers, the followers receives benefits from crowdsourcing in terms of personal and social recognition. In this regard, this research will explore on motivating factors underlying OSNC behaviour on crowdsourcing. This research will help with understanding relationship building between the consumer and the brand through crowdsourcing, and in return adds value to the brand in long run.
关键词：crowdsourcing; Instagram; online social network; motivations; engagement
