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The development of ICT caused changes in business approaches and models as well as various new phenomena such as crowdsourcing, gamification, big data, and internet of things. The present paper provides analysis of crowdsourcing and how it contributes to business model innovation as well as consumer engagement. Based on the analysis consumer engagement dimensions are defined and application opportunities of crowdsourcing in business model context are determined. These constructs are integrated and empirically tested in Lithuanian market defining what is a level of consumer engagement in crowdsourced activities used for business model innovation.