Advertising content acquisition through crowdsourcing platforms. Case study

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Although crowdsourcing is no longer a new phenomenon, it is constantly evolving and influencing the formation of exchange mechanisms and relations between their participants. To the advertising and marketing industries, which need the perpetual influx of fresh and unconventional ideas, it has become one of the ways to acquire innovative solutions and (often) the content produced at costs below the market price level. Crowdsourcing has also become a tool to get consumers involved and build their brand loyalty. This paper analyses how brands use crowdsourcing platforms to acquire advertising content and sheds light on some of the associated problems.
Original languageEnglish
Pages (from-to)47-62
Number of pages16
JournalZarzadzanie w Kulturze
Volume20 (1)
DOIs
Publication statusPublished - 29 Apr 2019

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