Crowdsourcing Application in Marketing Activities

Gatautis, Rimantas; Vitkauskaite, Elena

doi:10.1016/j.sbspro.2013.12.971

Cited by 61 publications

(43 citation statements)

References 8 publications

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“…King et al (2013a, b) defined it as a collective effort, referring to tasks where everyone's contribution is necessary. Others focus on the use of crowdsourcing for co-creation activities (Gatautis and Vitkauskaite 2014), open innovation (Feller et al 2012;Ren et al 2014), collective intelligence (Garrido and Faria 2012;Filippi et al 2013;Raford 2014a, b), or human computation (Satzger et al 2013a, b).…”

Section: Regarding the Literature Review Resultsmentioning

confidence: 99%

Crowdsourcing Fundamentals: Definition and Typology

Estellés-Arolas

Navarro-Giner

González-Ladrón-de-Guevara

2015

Advances in Crowdsourcing

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Crowdsourcing is a problem-solving and task realization model that is being increasingly used. Thanks to the possibility of harnessing the collective intelligence from the Internet; thanks to the crowdsourcing initiatives people can, for example, find a solution to a complex chemical problem, get images tagged, or get a logo designed. Due to its success and usefulness, more and more researchers have focused their interest on this concept. This fact has shown that the concept of crowdsourcing has no clear boundaries, and although over time the concept has been better explained, some authors describe it differently, propose different types of crowdsourcing initiatives, or even use contradictory crowdsourcing examples. In this paper, an integrated definition and typology, developed in 2012, are analyzed to check whether they are still valid today or whether need a reformulation.

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Section: Regarding the Literature Review Resultsmentioning

confidence: 99%

Crowdsourcing Fundamentals: Definition and Typology

Estellés-Arolas

Navarro-Giner

González-Ladrón-de-Guevara

2015

Advances in Crowdsourcing

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“…Graças às mudanças de hábito, passamos da posse à acessibilidade. Concretamente grande parte de sua estrutura se baseia na aplicação de novas tecnologias para estabelecer redes de troca, de aluguel, de leilão ou de comunidades criadas para dividir bens, espaços ou serviços (Gatautis &Vitkauskaite, 2014;Libert & Spector, 2010 (Affeldt, 2012;Eskenazi et al, 2013;Libert & Spector, 2010).…”

Section: Aspectos Gerais Acerca Do Crowdsourcing E Economia Colaborativaunclassified

“…Este modelo de crowdsourcing se tornou muito popular nos últimos anos, dado que a sua principal vantagem é permitir às empresas economizar muito dinheiro e usar a multidão coparticipava para espalhar a sua mensagem (Stottlemyre, 2015). Inclusive as empresas com maiores orçamentos de publicidade têm se envolvido com a colaboração coletiva em determinados períodos de tempo, incluindo os clientes existentes e potenciais em projetos sob a forma de um convite aberto, ou mesmo, pagando-lhes para postar comentários positivos em blogs e websites (Gatautis & Vitkauskaite, 2014;Libert & Spector, 2010).…”

Section: O Uso De Crowdsourcing Em Publicidade E Promoçãounclassified

“…A campanha pode obter experiências pessoais e promovê-las em um website e uma página no Facebook. Caso de um vindouro resultado positivo, a empresa, por meio do Crowdsourcing, poderia por meio do incremento da visibilidade, aumentar a consciência de marca e do estabelecimento físico como um lugar para visitar (Gatautis & Vitkauskaite, 2014;Libert & Spector, 2010).…”

Section: O Uso De Crowdsourcing Em Publicidade E Promoçãounclassified

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Aplicações do Crowdsourcing na Gestão de Marketing

Toledo

Madeira

Garber

et al. 2019

FSRJ

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Crowdsourcing is a newly developed term that refers to the process of participating a company's activities through an online community, openly and closed. Any member of this community can complete assigned tasks and be paid or not. Although it originated in the computing industry, companies began using crowdsourcing for a wide range of tasks. It turns out that companies are using crowdsourcing to accomplish the tasks related to the market, focusing on three major areas: product development, advertising, promotion, and marketing research. This work will make use of the qualitative research through the method of the case. The unit of analysis to be used will be marketing activities based on crowdsourcing. Finally, the subjects of study for the understanding of the phenomenon to be studied were COCA COLA, PEPSICO, NETFLIX, and AMAZON.

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“…As crowdsourcing is a process of outsourcing a task normally performed by the company to the general crowd, crowdsourcing campaigns can be used to outsource a marketing activity which is in normal circumstances performed internally. Crowdsourcing can create value for most of the marketing-related activities which prominently includes product development, advertising & promotion and marketing research (Gatautis & Vitauskaite, 2014). Like improvement in existing product or new product development can be done, soliciting ideas from crowd through crowdsourcing.…”

Section: Crowdsourcing and Marketingmentioning

confidence: 99%