Marketing Group

With the digitalisation of the economy at the beginning of the 21st century, the phenomenon of crowdsourcing emerged. Crowdsourcing is the outsourcing of entrepreneurial tasks or value-added activities to an undefined mass of crowdworkers who can be reached on the internet. Firms advertise their service contracts on internet-based platforms, so-called crowdworking platforms, and service providers as crowdworkers process these contracts.

In their article, Kerstin Pezoldt, Tatiana Lukicheva and Olesya Veredyuk explore the nature of crowdsourcing platforms, how they function, which relationships arise between actors involved and how these new service platforms are developing. The focus of this article is on digital natives who use digital platforms as crowdworkers. Case studies show how digital natives develop their professional and creative potential to perform paid service work and to establish new networks. The article concludes with recommendations for universities on how to teach new skills to better enable digital natives to develop and shape new digital relationship spaces in a self-determined way.

Lukicheva, T.; Pezoldt, K.; Veredyuk, O. (2023): Digital Labour Platforms as New Relational Structure: Principles, Characteristics and Development Drivers. In: Antonyuk, A., Basov, N. (Eds.): Networks in the Global World VI. NetGloW 2022. Lecture Notes in Networks and Systems, vol 663. Springer, Cham. https://doi.org/10.1007/978-3-031-29408-2_9