'Crowd' in Marketing

This special issue considers the roles, effects, and applications of crowdsourcing and crowdfunding. Over the past 15 years, these have been major themes for both business practitioners and academic researchers. Many organizations have adopted crowdsourcing and crowdfunding as part of their business processes, and many academics have discussed their effectiveness in various contexts. In this special issue, we include knowledge about these issues that explains phenomena in the real world using marketing theory. The four featured research articles provide excellent theoretical contributions and practical implications. We hope that this issue will advance research on crowdsourcing and crowdfunding in marketing.