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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
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    References listed on IDEAS

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    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. 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.
    4. Parent, Michael & Plangger, Kirk & Bal, Anjali, 2011. "The new WTP: Willingness to participate," Business Horizons, Elsevier, vol. 54(3), pages 219-229, May.
    5. 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.
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    Cited by:

    1. Hashmi, Nada & Worthington, Conwell S. & Bal, Anjali S. & Weidner, Kelly & Ottley, Gary, 2025. "Too woke or not too woke, that is the question: Brand responses to culture wars," Business Horizons, Elsevier, vol. 68(2), pages 153-164.

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