Özet:

The use of information and communication technologies by consumers enables consumers to contribute actively to various commercial activities. With the change in the understanding that the consumer is only accepted as the purchasing mass, new and different strategies have started to be implemented. Crowdsourcing, which has changed the shape of consumer participation from past to present, is applied in many areas such as crowdfunding, creative ideas and innovation, as well as marketing and communication strategies of companies. Crowdsourcing is one of the most effective strategies that marketing managers can use to engage with their target audience and create value for a business. Along with technology and social media, crowdsourcing has developed rapidly as an innovative tool in the field of marketing. The use of the crowd as a marketing tool transforms into a global participation with the internet and changes the marketing processes. The consumer, which has become the most important actor of participation, is accepted as the most important business partner of businesses and brands. One of the most important changes in the transition from web 2.0 environment to web 3.0 environment in digital marketing is the implementation of crowdsourcing projects in marketing applications. The aim of this study is to reveal how the consumer is used as a resource in the context of crowdsourcing in marketing studies and their participation characteristics. In the study, a case study was carried out on the crowdsourcing project examples of the Coca-Cola brand. As a result of the research, it is concluded that Coca-Cola's crowdsourcing is mostly related to brand positioning, consumer participation and marketing, and at the same time, the brand effectively uses its consumer audience as a participatory and creative crowdsourcing power in its marketing efforts.

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