The Use of Crowdsourcing as a Strategic Marketing Tool - An Examination of Brand Perceptions and Behavioral Intentions

Abstract: The aim of this study is to understand how crowdsourcing campaigns in an online environment can change brand perceptions and behavioral intentions of non-participating customers. Therefore, the thesis connects two major concepts. First the phenomenon of crowdsourcing will be discussed with emphasis an emphasis on its use in marketing. Then crowdsourcing will be lined to the theoretical concept of con-sumer-based brand equity. The study is based on a quantitative survey in form of an experimental design, with 30 participants each in the control as well as the experi-mental group. The resulting findings indicate a partial influence of crowdsourcing campaigns on non-participants’ brand perceptions and behavioral intentions. The connection between the two concepts is strongly mediated by the customers’ famili-arity with the brand in question, though. Overall, the study contributes to the litera-ture of brand equity by extending the theoretical concept in regard to the influence of online crowdsourcing. The thesis also adds to the small research body of crowdsourcing by examining its use as a strategic marketing tool and by filling the existing research gap concerning the effects of crowdsourcing on non-participants. The results can help managers to recognize the importance of online crowdsourcing as a strategic marketing tool and to gain a better understanding of how non-participating customers perceive this tool of customer engagement.