Crowdsourcing and brand control |
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| Institution: | 1. Babson College, Babson Park, MA 02457, U.S.A.;2. Saint Mary''s College of California, Moraga, CA 94575, U.S.A.;3. College of Business, Loyola University New Orleans, New Orleans, LA 70118, U.S.A.;1. Royal Institute of Technology (KTH), Stockholm, Sweden;2. Beedie School of Business, Simon Fraser University, Vancouver, Canada;3. Luleå University of Technology, Luleå, Sweden;1. Luleå University of Technology, Luleå, Sweden & The Royal Institute of Technology, Stockholm, Sweden;2. School of Business and Technology, Webster University Geneva, Bellevue, Switzerland;3. Beedie School of Business, Simon Fraser University, Vancouver, Canada;1. Research Center for Open Digital Innovation (RCODI), Purdue University, West Lafayette, IN 47907, U.S.A.;2. RWTH Aachen University, Hyve;3. University of Innsbruck, Hyve;1. Swinburne University of Technology, Hawthorn, Victoria 3122, Australia;2. University of San Diego School of Business, San Diego, CA 92101, U.S.A.;3. ESADE Business School, 08011 Barcelona, Spain;1. Royal Institute of Technology (KTH), Lindstedtsvägen 30, 114 28 Stockholm, Sweden;2. College of Business Administration, Central Michigan University, 1200 South Franklin Street, Mount Pleasant, MI 48859, U.S.A.;3. School of Management Studies, University of Cape Town, Rondebosch 7701, Cape Town, South Africa |
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| 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. |
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| Keywords: | Crowdsourcing Marketing strategy Brand community Consumer engagement Brand culture |
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