Crowdsourcing initiatives during the COVID-19 pandemic: empirical evidence from the Italian context

Purpose – Academics and practitioners are increasingly discussing the role of crowdsourcing initiatives in dealing with the challenges imposed by the COVID-19 pandemic, along with their role in an emergency context in general. However, empirical evidence about the role of crowdsourcing initiatives in an emergency context is still scarce. This paper aims to address this gap in knowledge. Design/methodology/approach – The authors adopted an inductive approach to investigate how companies leveraged crowdsourcing initiatives to address the issues posed by COVID-19. Data were collected through semi-structured interviews. The selection of the interviewees was based on a purposive sampling strategy. Data were analysed through thematic analysis. Findings – The analysis led to the identification and examination of drivers (e.g. preserving relationships with customers), advantages (e.g. increased demand for services) and disadvantages (e.g. increased platform cost) of implementing crowdsourcing initiatives during COVID-19. By leveraging the findings, this paper suggests future research opportunities. Relevant future research opportunities include: (1) quantitatively evaluating the economic impact of crowdsourcing initiatives during a disruptive event and (2) examining how the sector inwhich the company operates influences the beneficial and detrimental effects of crowdsourcing initiatives on company performance. Originality/value – The involvement of crowds as innovation partners has provided unique opportunities for companies to innovate and address the challenging scenario. The scientific literature about the role of crowdsourcing during COVID-19 is growing. However, there is still a scarcity of empirical evidence about the mechanisms underpinning the use of crowdsourcing during the pandemic. By leveraging semi-structured interviews, this paper addresses this relevant gap in knowledge.