IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v60y2017i2p219-228.html
   My bibliography  Save this article

Crowdsourcing and brand control

Author

Listed:
  • Bal, Anjali S.
  • Weidner, Kelly
  • Hanna, Richard
  • Mills, Adam J.

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.

Suggested Citation

  • Bal, Anjali S. & Weidner, Kelly & Hanna, Richard & Mills, Adam J., 2017. "Crowdsourcing and brand control," Business Horizons, Elsevier, vol. 60(2), pages 219-228.
  • Handle: RePEc:eee:bushor:v:60:y:2017:i:2:p:219-228
    DOI: 10.1016/j.bushor.2016.11.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681316301288
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.bushor.2016.11.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sweetin, Vernon H. & Knowles, Lynette L. & Summey, John H. & McQueen, Kand S., 2013. "Willingness-to-punish the corporate brand for corporate social irresponsibility," Journal of Business Research, Elsevier, vol. 66(10), pages 1822-1830.
    2. Prpić, John & Shukla, Prashant P. & Kietzmann, Jan H. & McCarthy, Ian P., 2015. "How to work a crowd: Developing crowd capital through crowdsourcing," Business Horizons, Elsevier, vol. 58(1), pages 77-85.
    3. Parent, Michael & Plangger, Kirk & Bal, Anjali, 2011. "The new WTP: Willingness to participate," Business Horizons, Elsevier, vol. 54(3), pages 219-229, May.
    4. Yuxiang Zhao & Qinghua Zhu, 2014. "Evaluation on crowdsourcing research: Current status and future direction," Information Systems Frontiers, Springer, vol. 16(3), pages 417-434, July.
    5. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, Jung & Seo, DongBack, 2016. "Crowdsourcing not all sourced by the crowd: An observation on the behavior of Wikipedia participants," Technovation, Elsevier, vol. 55, pages 14-21.
    2. Regina Lenart-Gansiniec, 2017. "Factors Influencing Decisions about Crowdsourcing in the Public Sector: A Literature Review," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 1997-2005.
    3. Lee, Michael T. & Raschke, Robyn L. & Krishen, Anjala S., 2022. "Signaling green! firm ESG signals in an interconnected environment that promote brand valuation," Journal of Business Research, Elsevier, vol. 138(C), pages 1-11.
    4. Prpić, John, 2017. "MOOCs and Crowdsourcing: Massive Courses and Massive Resources," SocArXiv uwess, Center for Open Science.
    5. Schenk, Eric & Guittard, Claude & Pénin, Julien, 2019. "Open or proprietary? Choosing the right crowdsourcing platform for innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 303-310.
    6. Kuchmaner, Christina A. & Wiggins, Jennifer & Grimm, Pamela E., 2019. "The Role of Network Embeddedness and Psychological Ownership in Consumer Responses to Brand Transgressions," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 129-143.
    7. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    8. Mandiberg, James M. & Warner, Richard, 2012. "Business development and marketing within communities of social service clients," Journal of Business Research, Elsevier, vol. 65(12), pages 1736-1742.
    9. Leenheer, J. & Bijmolt, T.H.A. & van Heerde, H.J. & Smidts, A., 2002. "Do Loyalty Programs Enhance Behavioral Loyalty : An Empirical Analysis Accounting for Program Design and Competitive Effects," Discussion Paper 2002-65, Tilburg University, Center for Economic Research.
    10. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    11. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    12. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    13. Livio Cricelli & Michele Grimaldi & Silvia Vermicelli, 2022. "Crowdsourcing and open innovation: a systematic literature review, an integrated framework and a research agenda," Review of Managerial Science, Springer, vol. 16(5), pages 1269-1310, July.
    14. Suomi, Kati & Luonila, Mervi & Tähtinen, Jaana, 2020. "Ironic festival brand co-creation," Journal of Business Research, Elsevier, vol. 106(C), pages 211-220.
    15. Carlos Devece & Daniel Palacios-Marqués & D. Enrique Ribeiro-Soriano, 2021. "IT-based strategy, capabilities, and practices: crowdsourcing implementation in market-oriented firms," Review of Managerial Science, Springer, vol. 15(1), pages 15-32, January.
    16. María Lourdes Arco-Castro & María Victoria Lopez-Pérez & Sara Rodriguez-Gomez & Raquel Garde-Sánchez, 2020. "Do Stakeholders Modulate Philanthropic Strategy? Corporate Philanthropy as Stakeholders’ Engagement," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    17. Silvia Blasi & Silvia Rita Sedita, 2018. "Leveraging the power of creative crowds for innovative brands: the eYeka crowdsourcing initiatives," "Marco Fanno" Working Papers 0228, Dipartimento di Scienze Economiche "Marco Fanno".
    18. Regina Lenart-Gansiniec, 2018. "Methodological Challenges of Research on Crowdsourcing," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 4(4), pages 107-126.
    19. Scott, Stephanie & Hughes, Paul & Hodgkinson, Ian & Kraus, Sascha, 2019. "Technology adoption factors in the digitization of popular culture: Analyzing the online gambling market," Technological Forecasting and Social Change, Elsevier, vol. 148(C).
    20. Jerman Damjana & Završnik Bruno, 2012. "The Role of Social Networks for Business in the Marketing Communications," Scientific Annals of Economics and Business, Sciendo, vol. 59(1), pages 155-168, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:60:y:2017:i:2:p:219-228. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.