Crowdsourcing and Behaviour of Participant in Social Media Marketing

Web 2.0 technology, called the Internet and Social Web, has created a participatory cultural environment in the relations of individuals with each other and with organizations. Businesses use external resources, taking advantage of the collective intelligence and wisdom of online communities, as well as internal resources and professional collaborations in the process of solving problems or obtaining innovative ideas. Today, consumers have begun to be involved in all processes in businesses. The desire of consumers to be included in all the processes of the businesses, the desire of the businesses to learn the demands and needs of the consumers, and the inclusion of them in the innovation processes accelerated the transition to open innovation. The ideas, opinions, suggestions and content created by the masses created online in order to increase the participation of the masses in the management, to design innovative products or services and to solve the problems have become very important. Crowdsourcing in the value creation process provides benefits such as reducing new product development time, reducing innovation costs, increasing the acceptance of new products, and services in the market, and improving the consumer's subjective perception of innovation. However, in the value creation process, who will add value, how the audience will be determined, the size of the audience and motivation are important issues. In this study, the topics of crowdsourcing, open and user innovation, user-generated content, consumer creativity, co-creative consumers, producing consumers and crowdsourcing user behaviors, and the contributions of crowdsourcing to the realization of problem solving processes and innovations of enterprises, and user behaviors are examined.