Title

Crowdsourcing and Brand Control

SMC Affiliated Work

1

Status

Faculty

School

School of Economics and Business Administration

Department

Marketing

Document Type

Article

Publication Date

2017

Publication Title

Business Horizons

Description/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

Scholarly

yes

Peer Reviewed

1

DOI

10.1016/j.bushor.2016.11.006

Volume

60

Issue

2

First Page

219

Last Page

228

Disciplines

Business | Economics | Marketing

Original Citation

Bal, A.S., Weidner, K., Hanna, R., & Mills, A.J. (2017). Crowdsourcing and brand control. Business Horizons, 60(2), 219–228. doi:10.1016/j.bushor.2016.11.006

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