Unfairness perceptions in brands' creative contests on social media

Abstract

In a business environment in constant evolution, creative contests constitute an interesting strategic tool for companies seeking to innovate, while involving the consumer. However, despite their many benefits, these contests can also generate unfairness perceptions among participants. The thesis therefore explores these negative feelings in creative contests conducted on social media, an area still little studied in the existing literature, which predominantly focuses on the positive aspects of these contests. Through a theoretical part and an empirical research, this study investigates the key factors contributing to these unfairness perceptions. The research outlines the theoretical framework of creative contests, examining the various elements entailed in the different stages associated with the implementation of the contest, from the definition of the problem and the formulation of the instructions to the selection of the winner and the distribution of the rewards. It also looks at the various actors involved, with particular emphasis on the participants, their characteristics and motivations. A focus is then placed on the unfairness perceptions, considering the causes and consequences of this phenomenon. So, having compared them with the empirical results, the study shows that these negative feelings stem from problems such as an unfair reward system and an inadequate compensation, an equivocal winner selection process, a non-respect of the intellectual property rights, and an inappropriate use of the ideas contributed. The research highlights the importance of transparency, clear selection criteria, thanking the participants, providing personalized feedback, and ensuring effective communication with the contributors in order to guarantee overall satisfaction and engagement. Otherwise, the resulting consequences may not only discourage future participation, but also damage the reputation of the company organizing the contest. The thesis thus offers valuable insights for both scholars and managers. It provides practical recommendations for contest organizers to foster fairness and improve participant experiences, thereby contributing to more positive outcomes for brands utilizing creative contests on social media.