Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano
Crowdsourcing is a term coined by Jeff Howe in 2006 in Wired magazine, referring to a production and troubleshooting model for brands. This article provides an introduction to situations faced by different brands and companies when solving a problem or looking for creative ideas. In the same vein, t...
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Ediciones UNL
2017
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| Acceso en línea: | https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/6450 |
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I26-R133-article-64502018-11-06T08:43:10Z Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano Crowdsourcing as a source of creativity in the Ecuadorian advertising industry Barragán Castañeda, Natalie Santibáñez Vásquez, José Daniel Patiño Loor, Ana Cristina crowdsourcing marketing collective intelligence social media creativity. crowdsourcing marketing inteligencia colectiva medios sociales creatividad Crowdsourcing is a term coined by Jeff Howe in 2006 in Wired magazine, referring to a production and troubleshooting model for brands. This article provides an introduction to situations faced by different brands and companies when solving a problem or looking for creative ideas. In the same vein, the Crowdsourcing technique was developed and had become a valuable source of creativity.This document also discloses the theoretical basis by exposing various authors who reveal their views on this technique, as well as the explanation of international and Ecuadorian cases demonstrating the effectiveness of Crowdsourcing. In the descriptive research, knowledge on Crowdsourcing by Ecuadorian companies, especially from Guayaquil, is exploredin terms of opportunities as a source of creativity for advertising agencies and marketing departments.Finally, it is concluded that there is some knowledge about Crowdsourcing but the Ecuadorian advertising field has not yet given firm steps regarding the active involvement of consumers in brand creative processes. Crowdsourcing es un término acuñado por Jeff Howe en 2006, en la revista Wired, para referirse a un modelo de producción y de solución de problemas para las marcas. Este artículo da una introducción a las situaciones que enfrentan las empresas al momento de solucionar un problema o de buscar ideas creativas. En ese camino se ha desarrollado la técnica del Crowdsourcing convirtiéndose en una fuente valiosa de creatividad.El presente documento también da a conocer las bases teóricasmediante la exposición de diversos autores que revelan sus puntos de vista sobre esta técnica, así como la explicación de casos internacionales y ecuatorianos que demuestran la eficacia del Crowdsourcing. En la investigación descriptiva se explora el conocimiento que tienen las empresas de Ecuador, principalmente de Guayaquil, en cuanto al Crowdsourcing y las oportunidades de utilizarla como una fuente de creatividad para las agencias de publicidad y áreas de mercadeo.Finalmente, se concluye que existe un cierto conocimiento sobreCrowdsourcing, aunque en el medio publicitario ecuatoriano todavía no se dan pasos firmes respecto de la incorporación activa de los consumidores en los procesos creativos de la marca. Ediciones UNL 2017-04-11 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/6450 10.14409/rce.v2i0.6450 Ciencias Económicas; Vol. 2 (13): Ciencias Económicas; 157-169 Ciencias Económicas; Vol. 2 (13): Ciencias Económicas; 157-169 2362-552X 1666-8359 10.14409/rce.v2i0 spa https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/6450/9388 https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/6450/9392 Derechos de autor 2016 Natalie Barragán Castañeda, José Daniel Santibáñez Vásquez, Ana Cristina Patiño Loor |
| institution |
Universidad Nacional del Litoral |
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I-26 |
| repository_str |
R-133 |
| container_title_str |
Biblioteca Virtual - Publicaciones (UNL) |
| language |
Español |
| format |
Artículo revista |
| topic |
crowdsourcing marketing collective intelligence social media creativity. crowdsourcing marketing inteligencia colectiva medios sociales creatividad |
| spellingShingle |
crowdsourcing marketing collective intelligence social media creativity. crowdsourcing marketing inteligencia colectiva medios sociales creatividad Barragán Castañeda, Natalie Santibáñez Vásquez, José Daniel Patiño Loor, Ana Cristina Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| topic_facet |
crowdsourcing marketing collective intelligence social media creativity. crowdsourcing marketing inteligencia colectiva medios sociales creatividad |
| author |
Barragán Castañeda, Natalie Santibáñez Vásquez, José Daniel Patiño Loor, Ana Cristina |
| author_facet |
Barragán Castañeda, Natalie Santibáñez Vásquez, José Daniel Patiño Loor, Ana Cristina |
| author_sort |
Barragán Castañeda, Natalie |
| title |
Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| title_short |
Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| title_full |
Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| title_fullStr |
Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| title_full_unstemmed |
Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| title_sort |
crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano |
| description |
Crowdsourcing is a term coined by Jeff Howe in 2006 in Wired magazine, referring to a production and troubleshooting model for brands. This article provides an introduction to situations faced by different brands and companies when solving a problem or looking for creative ideas. In the same vein, the Crowdsourcing technique was developed and had become a valuable source of creativity.This document also discloses the theoretical basis by exposing various authors who reveal their views on this technique, as well as the explanation of international and Ecuadorian cases demonstrating the effectiveness of Crowdsourcing. In the descriptive research, knowledge on Crowdsourcing by Ecuadorian companies, especially from Guayaquil, is exploredin terms of opportunities as a source of creativity for advertising agencies and marketing departments.Finally, it is concluded that there is some knowledge about Crowdsourcing but the Ecuadorian advertising field has not yet given firm steps regarding the active involvement of consumers in brand creative processes. |
| publisher |
Ediciones UNL |
| publishDate |
2017 |
| url |
https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/6450 |
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