Towards a conceptual clarity model for integrating customer crowdsourcing and social CRM

This paper intended to investigate a conceptual clarity model of integrating customer crowdsourcing, as well as the antecedents of customer participating in online crowdsourcing communities for best social CRM performance. The paper also explores four major potential factors associated with customers' crowdsourcing, including shared value & vision, customers experience, concept 'ba', and heterogeneous skills. Data were gathered from a total of 140 valid responses using an online questionnaire and the model was statistically tested using smart PLS-SEM. The results find the shared value & vision, and customers experience positively affect to customers crowdsource, whereas concept 'ba', and heterogeneous skills negatively affect to customers crowdsourcing. As a result, all proposed factors directly and indirectly, contributed significantly to social CRM.