Advertising Content Acquisition through Crowdsourcing Platforms. Case Study
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RIS BIB ENDNOTEAdvertising Content Acquisition through Crowdsourcing Platforms. Case Study
Data publikacji: 29.04.2019
Zarządzanie w Kulturze, 2019, Tom 20, Numer 1, s. 41 - 56
https://doi.org/10.4467/20843976ZK.19.003.10336Autorzy
Advertising Content Acquisition through Crowdsourcing Platforms. Case Study
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.
This article was prepared on the basis of parts of the unpublished doctoral dissertation entitled Advertisement at the Dawn of the Post‑network Era. Branded Content, a Case Study. SWPS University of Social Sciences and Humanities 2017
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Informacje: Zarządzanie w Kulturze, 2019, Tom 20, Numer 1, s. 41 - 56
Typ artykułu: Oryginalny artykuł naukowy
Tytuły:
Advertising Content Acquisition through Crowdsourcing Platforms. Case Study
Advertising Content Acquisition through Crowdsourcing Platforms. Case Study
SWPS Uniwersytet Humanistycznospołeczny, ul. Chodakowska 19/31, 03-815 Warszawa
Erasmus School of History, Culture and Communication, Rotterdam
Państwowa Wyższa Szkoła Filmowa, Telewizyjna i Teatralna im. Leona Schillera w Łodzi, Targowa 61/63, 90-323 Łódź
Publikacja: 29.04.2019
Status artykułu: Otwarte
Licencja: CC BY-NC-ND
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