The platform industry is currently on the rise, and with so many platforms, acquiring users and getting them to engage can be challenging. To address this, many platforms are relying on crowdfunding, network effects and incentives, including monetary incentives. But what techniques are platforms using to monetarily incentivize their crowd? Although the study of platform dynamics has been on the rise, including research on crowdsourcing, network effects and incentivization, there is no present research being done on the methods being implemented by platforms to use monetary incentives on their crowd. This paper uses an inductive empirical method based on grounded theory, with data gathered from 15 different platforms that are known to be using a monetary incentivization method, to analyze and categorize the different strategies used by platforms and their marketing objectives. This paper presents useful information to assist managers to make the right decisions regarding monetary incentives and for fostering the potential of their crowd.

The digital marketing industry is on the rise, with Facebook being one of the main adver- tising platforms for businesses to reach potential customers and drive results such as purchases, app downloads and registrations. In order to run a successful campaign, the appropriate kind of content is necessary to trigger the customer - still, the question for a suitable mix of content and ad format re- mains. Although research on online marketing has increased, there is a gap in the research of content use in performance marketing in relation to the business objectives being pursuit. This paper uses an inductive empirical method based on grounded theory with data gathered from 10 of the largest advertisers on Facebook ads in Germany, to analyze and categorize the different content and format strategies used by companies to drive performance objectives. As a result, a framework regarding content and ad format in Facebook ads for practical usage is derived.

The digital marketing industry is on the rise, with Facebook being one of the main advertising platforms for businesses to reach potential customers and drive results such as purchases, app downloads and registrations. In order to run a successful campaign, the appropriate kind of content is necessary to trigger the customer - still, the question for a suitable mix of content and ad format remains. Although research on online marketing has increased, there is a gap in the research of content use in performance marketing in relation to the business objectives being pursuit. This paper uses an inductive empirical method based on grounded theory with data gathered from 10 of the largest advertisers on Facebook ads in Germany, to analyze and categorize the different content and format strategies used by companies to drive performance objectives. As a result, a framework regarding content and ad format in Facebook ads for practical usage is derived.