Faculty News

Faculty News
Prof Kapil Kaushik co-authored paper ‘Linking text characteristics of ideas to their popularity in online user innovation communities’ has been published in ‘Computers in Human Behavior’, an ‘A' category journal of 'ABDC List'. Roopak Kumar Gupta (Associate Professor, Indian Institute of Management Kozhikode, IIMK Campus) is his co-author. The paper discusses implications for theory and practice for the effective functioning of UIC platforms. There is a growing trend of organizations deploying online user innovation communities (UIC) to collect innovative ideas from customers or users. When users submit a large number of ideas, screening and reviewing those ideas becomes a cumbersome task. Prior research indicates that, in a UIC, the popularity of an idea is one of the critical factors for getting recognition amidst a large number of ideas. There exists a lack of clarity on how an idea becomes popular in a UIC. Therefore, drawing on the theoretical underpinnings of cognitive overload theory, we develop a conceptual model to help firms understand how the text characteristics of an idea can be a determining force in making it popular. In particular, we study the effect of an idea's length, breadth, and textual dissimilarity to previously submitted ideas, on the likelihood of receiving comments and votes, which constitutes idea popularity. Our model is validated through logistic regression, using secondary data on 5283 users' ideas collected from the online UIC of the Starbucksmyidea platform. We find a significant impact of these characteristics on idea popularity.