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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Crowdsourcing in the Social Media Era: A Case

Study of Industrial Marketers

Author(s): Henri Simula, Aarne Töllinen, Heikki Karjaluoto

Citation: Henri Simula, Aarne Töllinen, Heikki Karjaluoto, (2013) "Crowdsourcing in the Social Media Era: A Case Study of Industrial Marketers," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 122 - 137

Article Type: Research paper

Publisher: North American Business Press

Abstract:

In recent years crowdsourcing has increased in popularity as a method of gathering new ideas and

innovations outside the organization. To make crowdsourcing work, there is a basic requirement to make

external parties aware of the challenges or problems that need to be solved. Various digital marketing

tools, especially social media platforms, provide new ways to foster the interaction between the parties.

With the use of a case study, the study develops a framework to assess how social media and

crowdsourcing can be integrated in an industrial context. The results reveal significant practical

challenges to overcome before social media can be effectively utilized as a fully functioning

crowdsourcing enabler.