Marketing Transformations from Organizations to Crowds: A Theoretical Reading of Crowd Marketing as a Modern Perspective on Classical Marketing

Marketing has undergone a radical transformation due to the rapid development of digital communication technologies and the proliferation of social media platforms, reshaping the relationship between organizations and individuals. Consumers are no longer passive recipients but have become key players in content creation and influencing the decisions of others. The research problem lies in the absence of a clear conceptual framework that explains the shift of power from the organization to the digital society as a structural transformation in marketing philosophy, rather than merely a functional evolution. This study aims to provide a theoretical explanation of the shift from traditional to mass marketing, demonstrating its effects on trust, credibility, and marketing relationships, and proposing an updated concept of marketing in the digital environment under the name "Marketing 2.0." The study adopted a descriptive-analytical approach by reviewing relevant literature, such as interactional communication theory, diffusion of innovation, the AIDA model, and social capital, as well as comparing the characteristics of traditional and mass marketing. The results showed that the audience has become a partner in creating marketing value, and that credibility is built through digital interactions, reflecting a structural shift in the source of influence. The study concluded that marketing strategies need to be redesigned according to the participatory approach, involving the public in campaigns, updating curricula, and conducting applied studies on the impact of user content on brand image.