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