Crowdsourcing and its application in marketing activities

Research output: Journal PublicationsJournal Article (refereed)

Abstract

Crowdsourcing is a newly developed term which refers to the process of outsourcing of activities by a firm to an online community or crowd in the form of an ‘open call’. Any member of the crowd can then complete an assigned task and be paid for their efforts. Although this form of labour organisation was pioneered in the computing sector, businesses have started to use ‘crowdsourcing’ for a diverse range of tasks that they find can be better completed by members of a crowd rather than by their own employees. This paper examines how firms are utilising crowdsourcing for the completion of marketing-related tasks, concentrating on the three broad areas of product development, advertising and promotion, and marketing research. It is found that some firms are using crowdsourcing to locate large numbers of individuals willing to complete largely menial repetitive tasks for limited financial compensation. Other firms utilise crowdsourcing to solicit solutions to particular tasks from a crowd of diverse and/or expert opinions. Conclusions are drawn regarding the advantages and the limitations of crowdsourcing and the potential for the future use of crowdsourcing in additional marketing-related applications.
Original languageEnglish
Pages (from-to)15-28
Number of pages14
JournalContemporary Management Research
Volume5
Issue number1
DOIs
Publication statusPublished - 1 Jan 2009

Fingerprint

Marketing activities
Marketing
Online communities
Marketing research
Expert opinion
Product development
Employees
Outsourcing
Labor organization

Keywords

  • Crowdsourcing
  • Outsourcing
  • Wikinomics

Cite this

@article{baac18f3932c402288f2a7a0aebf9e53,
title = "Crowdsourcing and its application in marketing activities",
abstract = "Crowdsourcing is a newly developed term which refers to the process of outsourcing of activities by a firm to an online community or crowd in the form of an ‘open call’. Any member of the crowd can then complete an assigned task and be paid for their efforts. Although this form of labour organisation was pioneered in the computing sector, businesses have started to use ‘crowdsourcing’ for a diverse range of tasks that they find can be better completed by members of a crowd rather than by their own employees. This paper examines how firms are utilising crowdsourcing for the completion of marketing-related tasks, concentrating on the three broad areas of product development, advertising and promotion, and marketing research. It is found that some firms are using crowdsourcing to locate large numbers of individuals willing to complete largely menial repetitive tasks for limited financial compensation. Other firms utilise crowdsourcing to solicit solutions to particular tasks from a crowd of diverse and/or expert opinions. Conclusions are drawn regarding the advantages and the limitations of crowdsourcing and the potential for the future use of crowdsourcing in additional marketing-related applications.",
keywords = "Crowdsourcing, Outsourcing, Wikinomics",
author = "Paul WHITLA",
year = "2009",
month = "1",
day = "1",
doi = "10.7903/cmr.1145",
language = "English",
volume = "5",
pages = "15--28",
journal = "Contemporary Management Research",
issn = "1813-5498",
publisher = "National Taipei University of Technology",
number = "1",

}

Crowdsourcing and its application in marketing activities. / WHITLA, Paul.

In: Contemporary Management Research, Vol. 5, No. 1, 01.01.2009, p. 15-28.

Research output: Journal PublicationsJournal Article (refereed)

TY - JOUR

T1 - Crowdsourcing and its application in marketing activities

AU - WHITLA, Paul

PY - 2009/1/1

Y1 - 2009/1/1

N2 - Crowdsourcing is a newly developed term which refers to the process of outsourcing of activities by a firm to an online community or crowd in the form of an ‘open call’. Any member of the crowd can then complete an assigned task and be paid for their efforts. Although this form of labour organisation was pioneered in the computing sector, businesses have started to use ‘crowdsourcing’ for a diverse range of tasks that they find can be better completed by members of a crowd rather than by their own employees. This paper examines how firms are utilising crowdsourcing for the completion of marketing-related tasks, concentrating on the three broad areas of product development, advertising and promotion, and marketing research. It is found that some firms are using crowdsourcing to locate large numbers of individuals willing to complete largely menial repetitive tasks for limited financial compensation. Other firms utilise crowdsourcing to solicit solutions to particular tasks from a crowd of diverse and/or expert opinions. Conclusions are drawn regarding the advantages and the limitations of crowdsourcing and the potential for the future use of crowdsourcing in additional marketing-related applications.

AB - Crowdsourcing is a newly developed term which refers to the process of outsourcing of activities by a firm to an online community or crowd in the form of an ‘open call’. Any member of the crowd can then complete an assigned task and be paid for their efforts. Although this form of labour organisation was pioneered in the computing sector, businesses have started to use ‘crowdsourcing’ for a diverse range of tasks that they find can be better completed by members of a crowd rather than by their own employees. This paper examines how firms are utilising crowdsourcing for the completion of marketing-related tasks, concentrating on the three broad areas of product development, advertising and promotion, and marketing research. It is found that some firms are using crowdsourcing to locate large numbers of individuals willing to complete largely menial repetitive tasks for limited financial compensation. Other firms utilise crowdsourcing to solicit solutions to particular tasks from a crowd of diverse and/or expert opinions. Conclusions are drawn regarding the advantages and the limitations of crowdsourcing and the potential for the future use of crowdsourcing in additional marketing-related applications.

KW - Crowdsourcing

KW - Outsourcing

KW - Wikinomics

UR - http://commons.ln.edu.hk/sw_master/3768

U2 - 10.7903/cmr.1145

DO - 10.7903/cmr.1145

M3 - Journal Article (refereed)

VL - 5

SP - 15

EP - 28

JO - Contemporary Management Research

JF - Contemporary Management Research

SN - 1813-5498

IS - 1

ER -