Crowdsourcing and brand control

Anjali S. Bal, Kelly Weidner, Richard Hanna and Adam J. Mills

Business Horizons, 2017, vol. 60, issue 2, 219-228

Abstract: Crowdsourcing is the deliberate use of crowds to solve problems, create new products, and improve consumer experiences. When used by brands, crowdsourcing engages consumers by asking them to be part of a deliberate call to action. Crowdsourcing provides interesting and dynamic marketing opportunities for brands, given the consumer engagement it entails. This conceptual study examines the literature on crowdsourcing and brand community, and makes a series of propositions regarding this rich marketing arena. Herein, we discuss managerial implications of the relationship between crowdsourcing and brand community dynamics and propose a typology for brands to better assess customer bases and market realities.

Keywords: Crowdsourcing; Marketing strategy; Brand community; Consumer engagement; Brand culture (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:60:y:2017:i:2:p:219-228

DOI: 10.1016/j.bushor.2016.11.006

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