Bibliografías temáticas / Crowdfunding marketing

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Literatura académica sobre el tema "Crowdfunding marketing"

Autor: Grafiati
Publicado: 4 de junio de 2021
Última modificación: 1 de febrero de 2022

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Artículos de revistas sobre el tema "Crowdfunding marketing"

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Ohira, Shuji, Sumire Stanislawski, Yuichiro Hidaka y Kosuke Mizukoshi. "Hometown Tax as Crowdfunding:". Japan Marketing Journal 40, n.º 3 (7 de enero de 2021): 19–30. http://dx.doi.org/10.7222/marketing.2021.004.

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Konhäusner, Peter, Bing Shang y Dan-Cristian Dabija. "Application of the 4Es in Online Crowdfunding Platforms: A Comparative Perspective of Germany and China". Journal of Risk and Financial Management 14, n.º 2 (25 de enero de 2021): 49. http://dx.doi.org/10.3390/jrfm14020049.

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As a dynamic way to raise funds for professional and private projects in recent years, crowdfunding has made tremendous progress, especially through online platforms. However, research on this subject is still young, leaving room for different perspectives. We therefore approach the marketing mix adaptability of online crowdfunding platforms and its impact on campaign efficiency and company strategy in two major economies: Germany and China. With the help of case examples based on secondary data, we performed an in-depth analysis of the 4E marketing mix benefits on crowdfunding, highlighting best practice approaches. We critically discuss the 4Es marketing mix approach, focusing on experience, value exchange, and marketing scales, and clarify the compatibility between crowdfunding and 4Es to better understand how these theories are applied to crowdfunding activities. As a result, the suitability of the 4E marketing mix adapted to crowdfunding needs is shown. From a market-oriented perspective, managers of crowdfunding platforms, as well as project owners from Germany and China, will be better able to attract their target audience by applying the 4E adaptation provided.
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Hendratmi, Achsania, Muhamad Nafik Hadi Ryandono y Puji Sucia Sukmaningrum. "Developing Islamic crowdfunding website platform for startup companies in Indonesia". Journal of Islamic Marketing 11, n.º 5 (18 de julio de 2019): 1041–53. http://dx.doi.org/10.1108/jima-02-2019-0022.

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Purpose This study aims to develop an Islamic crowdfunding model based on a website platform for startup companies. Design/methodology/approach Apart from reviewing related literature, specifically focus group discussion with 16 CEO of startup companies, in-depth interview with two crowdfunding provider, Fiqh expert and technology platform expert for the development of an Islamic crowdfunding website platform for startup companies. Findings The concept of Islamic crowdfunding is recommended as a funding solution for small and medium-sized enterprises and startup companies. Therefore, it was deemed crucial for this study to develop an Islamic crowdfunding model based on a website platform as a form of innovative acceleration to provide alternative funding for a startup company, which subsequently expands to a growing and sustainable business. Furthermore, the use of a website platform for the operation of a crowdfunding mechanism is deemed as an effective means to link cross-geographical investors with the startup company owners in Indonesia, specifically East Java. Practical implications Islamic crowdfunding website platform can be the solution for startup companies to obtain capital funds while startup companies are not able to provide collateral to attain financial assistance and experience problems. Expectedly, the government should provide legality, regulation, licensing and socialization matters pertaining to crowdfunding to obtain legal legality from the country. Originality/value There is still no research to develop the Islamic crowdfunding model using a website platform. This study was expected to provide essential insights on the effective development of an Islamic crowdfunding website platform integrated with startup companies, investors and Sharia committee.
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Ishida, Daisuke, Susumu Ohira y Naoto Onzo. "Critical Success Factors in Reward-Based Crowdfunding:". Japan Marketing Journal 40, n.º 3 (7 de enero de 2021): 6–18. http://dx.doi.org/10.7222/marketing.2021.003.

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P., Theerthaana y Hansa Lysander Manohar. "How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding". Journal of Research in Interactive Marketing 15, n.º 2 (11 de mayo de 2021): 243–66. http://dx.doi.org/10.1108/jrim-06-2019-0097.

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Purpose The concept of donation crowdfunding has been drawing enormous attention as it connects donors worldwide in a shorter time at a relatively lower cost. This paper aims to integrate two unified theories, namely, behavioral finance and unified theory of acceptance and use of technology model, to investigate on the motivators and deterrents that influence prospective donors to adopt and use donation crowdfunding. The study also substantiates the significance of donors’ behavioral biases through the moderating effect in the crowdfunding adoption process. Design/methodology/approach The study used survey method for data collection and the data set was obtained from the sample of respondents belonging to India and Bangladesh. The proposed structural equation modeling is tested using SPSS 23.0 and AMOS 23.0. Findings The study reveals that performance expectancy, effort expectancy, facilitating conditions and trust significantly enhance the intention to adopt donation crowdfunding. Also, biases including overconfidence bias, herding bias and regret aversion bias are found to have significant moderating effects on the relationship between the behavioral intention to adopt donation crowdfunding and use behavior. Practical implications By investigating motivators and deterrents of the adoption of donation crowdfunding, the study renders lucrative insights for the donation crowdfunders in devising a donation fundraising campaign that motivates the prospective donors to provide financial contribution. Originality/value The study establishes its novelty in explaining the adoption behavior of donation crowdfunding with behavioral bias moderators as a theoretical paradigm. Furthermore, the unified theory of acceptance and use of technology model is extended by introducing, the variable “trust,” while studying the adoption behavior of donation crowdfunding.
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Ahsan, Mujtaba, Erlinde F. I. Cornelis y Andrew Baker. "Understanding backers’ interactions with crowdfunding campaigns". Journal of Research in Marketing and Entrepreneurship 20, n.º 2 (15 de octubre de 2018): 252–72. http://dx.doi.org/10.1108/jrme-12-2016-0053.

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Purpose Crowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior. Design/methodology/approach This paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns. Findings It is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic. Practical implications This manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers. Originality/value This paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.
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Quero, María José y Rafael Ventura. "Value proposition as a framework for value cocreation in crowdfunding ecosystems". Marketing Theory 19, n.º 1 (26 de abril de 2018): 47–63. http://dx.doi.org/10.1177/1470593118772213.

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The aim of this article is to explore whether the ecosystem approach is required to understand the new service model of crowdfunding. The value proposition approach offers different interpretations for each of the eight levels of value co-creation as seen in the service ecosystem. A qualitative multiple case-study approach is used to analyze the two most representative crowdfunding platforms in Spain, Verkami and Lánzanos, in terms of the amounts of funds provided. This article offers an analysis of specific cases of crowdfunding in the arts and cultural sector through the biggest platforms in Spain. The sampling design could be improved by including the experiences of crowdfunding projects in other countries in the analysis. The findings could assist service managers and practitioners to improve planning of value cocreation through the value propositions approach, with a variety of actors within the service ecosystem. This article is a contribution to the development of service-dominant (SD) logic in relation to FP 7 and FP 10. Managerial contributions include the development of a crowdfunding service ecosystem model for arts managers, which offers not only a method of generating finance or economic value but also opportunities for strengthening bonds with customers and other stakeholders. This article is unique in that it integrates value proposition categories in micro-, meso-, and macrocontexts and analyzes the different kinds of cocreation that exist in the crowdfunding context.
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Plattner, Verena. "Das Geheimnis des Crowdfundings und welchen Nutzen Banken daraus ziehen können". Der Betriebswirt: Volume 58, Issue 1 58, n.º 1 (28 de febrero de 2017): 21–24. http://dx.doi.org/10.3790/dbw.58.1.21.

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Welche Herausforderung Crowdfunding als alternatives Finanzierungsinstrument für Banken darstellt und wie sie Chancen daraus nützen können. Die Autorin untersuchte im Zuge ihres Studienabschlusses in einer in Englisch verfassten Masterarbeit die Chancen und Herausforderungen für Banken mit schenkungsbasiertem Crowdfunding. Nachdem die Autorin die empirische Literatur rund um diese Kernfrage ausgewertet hat, versuchte sie anhand einer eigenen Studie die Motive von Banken zum Einsatz von Crowdfunding herauszufinden. Ihr Fazit: Spenden ist so angesagt wie noch nie zuvor: Das Community-Denken gewinnt in unserer Gesellschaft immer mehr an Bedeutung, was auch die Entwicklung des sogenannten „Crowdfundings“ fördert. Banken stehen vor großen Herausforderungen und viele rechtliche Restriktionen lassen das Fördern von jungen Start-ups oder kreativen Projekten oftmals nicht zu. Dadurch gewinnt das Sammeln von Geld über das anonyme Publikum auf Internet-Plattformen noch mehr an Attraktivität. Doch anstatt sich von alternativen Finanzierungsformen in die Enge treiben zu lassen, haben einige Banken bereits damit begonnen, selbstständig Crowdfunding-Plattformen zu betreiben. Mit dieser Idee beschäftigt sich auch die Studie des vorliegenden Artikels. Fakt ist, dass eine eigene Crowdfunding-Plattform die Bank bei der Digitalisierung und im Cross-Channel-Vertrieb unterstützt. Durch das widergespiegelte moderne Image kann auch die Kundenbeziehung intensiviert sowie Neukunden gewonnen werden. Positive Praxisbeispiele belegen dabei den Erfolg von bankeigenen Crowdfunding-Plattformen. Donating is as famous as it never used to be before: The community thinking in our society becomes more and more famous. This movement encourages the development of “crowdfunding”. Banks are faced with major challenges. Due to legal restrictions they can no longer grant financial support for young start-ups or creative projects. Therefore, the raising of money for business ideas and social initiatives via the anonymous audience on internet platforms becomes even more attractive. In order to stay competitive with these alternative financing forms some banks started to establish their own crowdfunding platforms. This idea represents the foundation of the underlying study in this article. By investigating the chances and challenges crowdfunding could offer to banks it is clear that crowdfunding platforms facilitate the digitalization and the cross-channel marketing. Moreover, the modern image transferred to the customers can create long-term relationships and attract new customers. Positive practical examples demonstrate the success of bank-owned crowding platforms. Keywords: „social value“, finanzierungsalternative, fach know how, crowdinvesting, crowdfunding plattform
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Kubo, Takahiro, Diogo Veríssimo, Shinya Uryu, Taro Mieno y Douglas MacMillan. "What determines the success and failure of environmental crowdfunding?" Ambio 50, n.º 9 (23 de marzo de 2021): 1659–69. http://dx.doi.org/10.1007/s13280-021-01522-0.

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AbstractOnline crowdfunding can help address the perennial financial shortfalls in environmental conservation and management. Although many online crowdfunding campaigns fail to collect any funds due to not achieving their targets, little is known about what drives success. To address this knowledge gap, we applied a mixed-methods approach to data from 473 successful and failed campaigns hosted on the online crowdfunding platform Readyfor. We found that fundraising performance varied by topic, with campaigns on pet animal management outperforming those focussed on landscape management and sustainable use. We also found that marketing strategies associated with online findability and increased reach through social networks, increased fundraising success. However, the existence of other environmental campaigns running simultaneously, reduced the chance of success, which implies that the selecting popular topics does not always increase the likelihood of success due to increased competition. Wider applications of marketing could enhance the ability of environmental crowdfunding campaigns to raise funds.
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Troise, Ciro. "Marketing Strategies in Equity Crowdfunding: A Comparative Study of Italian Platforms". International Journal of Marketing Studies 11, n.º 4 (29 de septiembre de 2019): 16. http://dx.doi.org/10.5539/ijms.v11n4p16.

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This paper explores equity crowdfunding platforms from a marketing perspective. The present exploratory study attempts to make a double contribution to the current literature on equity crowdfunding. Firstly, it analyzes the marketing strategies of the platforms by focusing on the well-known 4Ps marketing mix framework, i.e. product, price, promotion and placement. Each dimension presents three types of categories. Second, the study investigates the marketing strategies of both large platforms and small platforms, then the differences between these two types of platforms are examined in terms of campaigns’ outcomes, i.e. funding collected (in %), funding amount (in €) and number of investors. Platforms adopt a standardization strategy for pricing and placement, while a differentiation strategy is mainly adopted for promotion and products. Large platforms offer a wider range of services (in particular ongoing campaign services and post-campaign services) and promotional activities (in particular leverage many communication channels). The analyses disclose significant statistically differences between these two types of platforms. Projects posted on large platforms are more likely to get higher campaigns’ outcomes. In literature, little is known about marketing strategies in equity crowdfunding platforms, thus this study tries to fill this gap. The paper is the first to analyze the 4Ps of platforms and to conduct a comparative empirical study to determine the differences of campaigns’ outcomes between large and small platforms. The Italian context represents a significant case of developed country in theme of equity crowdfunding. The results are useful for platform managers, entrepreneurs, investors and authorities.
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Tesis sobre el tema "Crowdfunding marketing"

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Åhlström, Erik, Anton Gustav Unger y William Arkrot. "Crowdfunding from a Marketing Perspective". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35871.

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Raising funds through crowdfunding has experienced an accelerated growth for start-up companies. Moreover, recent literature suggests that crowdfunding has developed from being just a fundraising tool to a versatile marketing tool (Brown et al., 2016). Even though the marketing aspect of crowdfunding has been researched, there are no clear distinctions of explicitly what marketing values a crowdfunding campaign may entail. This study investigates the two dominating crowdfunding approaches for commercialized ventures, namely, reward- and equity-based crowdfunding. A gap in literature has been identified regarding differentiating reward- and equity-based crowdfunding, in terms of what marketing values they encompass from an entrepreneur’s point of view. The authors’ theoretical position comprehends a connection between crowdfunding and marketing values, which the authors aim to investigate through an exploratory approach. The empirical findings are based upon eleven face-to-face, semi-structured interviews with entrepreneurs who has launched a successful crowdfunding campaign and can thereby be considered experts in the field. Through the empirical findings, the authors were able to identify how each approach creates value for the company. The empirical findings suggest that there are convergences and divergences, differentiating reward- from equity-based crowdfunding. This study aims to support and guide entrepreneurs who want to start a crowdfunding campaign by giving the entrepreneurs directions depending on what marketing values they may seek.
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Bajric, Zlatan y Näslund Eddy Willför. "Crowdfunding for more than money? : A study on crowdfunding from a marketing viewpoint". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-32117.

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Research question: How can Crowdfunding be used as a marketing tool?Purpose: The purpose of this paper is to explore the anomalies and trends in crowdfunding in order to explain how crowdfunding can be used as a marketing tool.Method: This research is exploratory with an inductive research approach. Primary data was collected with qualitative techniques. Semi-structured interviews was used when interviewing the participants in order to withdraw data.Findings: The empirical data showed that crowdfunding can be used for marketing and creating a buzz or awareness. These findings lead us to create a proposed model for how crowdfunding most effectively can be used as marketing.
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Arteaga, Zubiate Adriana Milagros, Chamorro Agüero Maryori Mireylla, Hoyos Roselyn Clarivel León, Yalán Luis Gonzalo Michilot y Rupay Magaly Elisa Paucar. "Crowdfunding como medio alternativo de financiamiento y su viabilidad aplicando el marketing digital en la región de Lima Metropolitana". Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/622184.

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El presente trabajo tiene como finalidad demostrar la viabilidad del Crowdfunding por medio del Marketing Digital en Lima Metropolitana, específicamente en los micros y pequeños empresarios emprendedores y/o en etapa temprana de emprendimiento y su relación problemática y onerosa con el sistema financiero, por carecer de historial crediticio. Para ello se han realizado entrevistas con especialistas del Marketing Digital y con micro y pequeños empresarios de los diversos distritos de Lima Metropolitana, para luego desarrollar una encuesta aplicada a 384 MYPES de manera aleatoria, sobre sus percepciones y opiniones sobre Marketing Digital y el conocimiento del Crowdfunding. Finalmente se concluye que en Lima Metropolitana la viabilidad del Crowdfunding por medio del Marketing Digital se daría en situaciones donde las personas tengan la disposición de financiar proyectos, aportar dinero, cuenten con conocimiento de Crowdfunding y hayan tenido participación en financiamientos colectivos; así como aquellos que tienen una opinión negativa de las tasas de interés del sistema financiero. Asimismo, la factibilidad del uso del Marketing Digital en las mypes está dada por el tiempo de navegación y el conocimiento a profundidad de las herramientas de Facebook.
This paper aims to demonstrate the viability of Crowdfunding through digital marketing in Metropolitan Lima, specifically in micro and small entrepreneurs and/or early stage entrepreneurship and its problematic and costly relationship with the financial system, lacking credit history. For this purpose, interviews with digital marketing specialists and with micro and small entrepreneurs of the various districts of Metropolitan Lima have been carried out, and then a survey applied to 384 MSEs in a random way, about their perceptions and opinions about digital marketing and the knowledge of the Crowdfunding. Finally, it is concluded that in Lima Metropolitana the viability of Crowdfunding through digital marketing would be given in situations where people are willing to finance projects, contribute money, have knowledge of Crowdfunding and have participated in collective financing; as well as those who have a negative opinion of the interest rates of the financial system. So also the feasibility of using digital marketing in MSEs is given by the time of navigation and in-depth knowledge of Facebook tools.
Trabajo de Suficiencia Profesional
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Alexiou, Kostas. "Organizational Legitimacy in Entrepreneurial Contexts: Hybridity, Crowdfunding, and Social Entrepreneurship". Kent State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=kent1501420140224866.

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Rossev, Berent Alexander y Leonard Warvsten. "Sociala mediers betydelse för crowdfundingkampanjer : En kvantitativ undersökning av sociala mediers vikt som kommunikations- och marknadsföringskanal för crowdfunding". Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30499.

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Companies may need an infusion of capital for a multifold of reasons. The importance of capital needed for innovation applies not only to large companies but also to start-ups. In recent years crowdfunding has evolved and become a common alternative for entrepreneurs to finance their start-up. Research about crowdfunding is still in its infancy, and few articles about crowdfunding has yet been published. The purpose of this paper is to examine how social media influences crowdfunding as a communication and marketing channel. The paper is based on a quantitative research strategy, with data regarding 156 campaigns, featured on Kickstarter.com. The outcome of this paper shows that many campaigns used social media to market the campaign. On the contrary not all campaigns used all examined social media. Some social media were more commonly used than other, such as Facebook or Twitter. The outcome of the paper however shows that the number of updates made on the campaigns site does not have any connection regarding the funding level. It can furthermore be other factors that play a crucial role whether or not a campaign reaches its funding goal.
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Burtch, David Gordon. "An Empirical Examination of Factors Influencing Participant Behavior in Crowdfunded Markets". Diss., Temple University Libraries, 2013. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/230239.

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Business Administration/Management Information Systems
Ph.D.
Crowdfunded marketplaces have recently emerged as a novel avenue for entrepreneurs to raise capital in support of innovative ideas and ventures. In these markets, any individual can propose a project, and interested others can contribute their funds to support it. The economic potential of these markets has recently become apparent and, as a result they have begun gaining significant attention from legislators and regulators, who see crowdfunding as a possible solution to the economic woes currently facing the country. However, the behavior of participants in these marketplaces, a key factor that must be accounted for in any effort to formulate policy or regulation, or to identify appropriate design practices, remains poorly understood, primarily due to the many novelties of crowdfunding. Bearing in mind the need to ensure crowdfunding's sustainability as an industry, the formulation of policy and regulation, as well as best practices for participants, I report on three empirical studies that seek to identify and quantify a variety of important aspects of, and influences upon, participant behavior in crowdfunded markets. These three studies, presented as separate essays herein, i) explore the influence upon subsequent contributors from social information about prior others' actions, ii) examine the frictions that arise due to cultural differences between and amongst users, and iii) assess crowdfunders' use of information-hiding mechanisms, and the subsequent impact on later contributors in the market. In regard to each, I discuss the relevant theory, the methodology, data sources, results and implications. I conclude by highlighting the contributions of my work, and possible avenues for future research.
Temple University--Theses
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Ильницкая, Е. Н. y E. N. Ilnitskaya. "Особенности продвижения краудфандингового проекта в сфере книгоиздания : магистерская диссертация". Master's thesis, б. и, 2020. http://hdl.handle.net/10995/94038.

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В данной работе изучена специфика краудфандинга в сфере книгоиздания, а также описаны особенности продвижения краудфандингового издательского проекта. Объект настоящей магистерской диссертации – краудфандинговый проект на переиздание архитектурного путеводителя по Екатеринбургу. Предметом исследования являются способы продвижения, использованные в проекте краудфандинга. Магистерская диссертация состоит из введения, двух глав, заключения, библиографического списка, включающего 141 наименования. В первой части магистерской диссертации исследованы понятие, виды и преимущества краудфандинга, описаны особенности краудфандинга в сфере книгоиздания, а также перечислены основные способы продвижения проектов. Во второй части исследования подробно описаны все этапы создания краудфандингового проекта на переиздание путеводителя по Екатеринбургу, перечислены способы его продвижения. Благодаря статистическим данным дана оценка эффективности тех способов, результаты которых можно отследить и зафиксировать. Также были подведены итоги исследуемого проекта. Данная работа может послужить источником для других исследований, в том числе для сравнения эффективности кампаний по продвижению краудфандинговых проектов, что приведет к качественному и полному изучению данной темы.
In this paper, we studied the specifics of crowdfunding in the field of book publishing, and also described the features of promoting a crowdfunding publishing project. The object of this master's thesis is a crowdfunding project to reprint the architectural guide to Yekaterinburg. The subject of the research is the promotion methods used in the crowdfunding project. Master's thesis consists of introduction, two chapters, conclusion, bibliography, which includes 141 titles. The first part of the master's thesis explores the concept, types and advantages of crowdfunding, describes the features of crowdfunding in the field of book publishing, and also lists the main ways to promote projects. The second part of the study describes in detail all the stages of creating a crowdfunding project for the reissue of a guide to Yekaterinburg, lists ways to promote it. Thanks to statistical data, an assessment is given of the effectiveness of those methods, the results of which can be tracked and recorded. The results of the research project were also summed up. This work can serve as a source for other studies, including comparing the effectiveness of campaigns to promote crowdfunding projects, which will lead to a qualitative and complete study of this topic.
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CHANG, KAI-CHIANG y 張凱強. "Social Media Marketing and Crowdfunding: From the Stair-Rover sponsor". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/pxvcgu.

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碩士
玄奘大學
大眾傳播研究所
104
In recent years, social network development, strengthening Crowdfunding concept. Internet is a new way to raise funds because the network can quickly make progress cooperative activities. Raising things so that large numbers of people together to make a small contribution, among the owner has significant contributions. This pattern has long been popular in Europe and America for many years, but only appeared in Taiwan in recent years. Among them. 2012 has appeared "Zeczec" and "FlyingV" and other funding platform. Now more and more people in Taiwan caused by the use of reason: 50 million people in the streets to call for a "sunflower student movement", to create more than NT $ two hundred million, at the box office documentary "see Taiwan." Thus opening the basic knowledge of public crowdfunding for the masses. This research is based on the successful cases of Taiwan crowdfunding platform. Using the interviews of the sponsors and a secondary data analysis to understand how and why each sponsors would fund the case. Therefore, the key questions of this study are listed in below. 1. Crowdfunding and product results 2. The relevance between crowdfunding websites and social media marketing strategy. 3. What’s the primary factor to influence consumer sponsorship. This research will be using Stair-Rover Skateboards as a case study. We will be interviewing the users to make a better understanding at the case. This study shows that social media support and recommendation is a major key point when it comes to influencing the sponsor on choosing individual cases. By understanding why and how sponsors choose their cases, we now know that social media has taken a big part on crowdfunding. This is also why the sales record on crowdfunding is far greater than retail stores.
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Liu, Li-te y 劉立德. "The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors’ Intentions". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/2bv79p.

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碩士
國立高雄大學
資訊管理學系碩士班
103
In recent years, crowdfunding sprang up and became a new way to raise funds from the public instead of senior investors. In Crowdfunding, project creator can only persuade people to sponsor the project by the project’s content and information. Hence, project itself is attractive and persuasive or not turns on a big issue to project creators and platform managers. This study investigates the effect on sponsors’ intention by describing the crowdfunding project’s content in different ways. We develop a framework to examine the effects of framing effect and cause-related marketing on crowdfunding sponsors’ intentions. The results show that a crowdfunding project which is described by negative attribute frame has significance effect on sponsors’ intention than positive attribute frame. But goal framing does no effect on sponsors’ intention. The crowdfunding project which is described by attribute frame added with cause-related marketing has significance effect on sponsors’ intention than the one without cause-related marketing. We advise the theoretical implication, managerial implication and suggestions for future research according to our results.
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Liang, Yu Hsin y 梁育馨. "Strategic Marketing Analysis in Crowdfunding Platforms: The Cases of Kickstarter and flyingV". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/5ky8r2.

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Libros sobre el tema "Crowdfunding marketing"

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Spierce, Taylor. How to Start Business Step by Step: Crowdfunding, Amazon Web Service and Social Media Marketing Skills 2020. Independently Published, 2020.

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Capítulos de libros sobre el tema "Crowdfunding marketing"

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Ojo, Sanya y Entissar Elgadi. "Crowdfunding of SMEs". En Entrepreneurship Marketing, 262–74. Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429505461-16.

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Lacan, Camille y Pierre Desmet. "Motivations for Participation and e-WOM Among Supporters of Crowdfunding Campaigns". En Strategic Innovative Marketing, 315–21. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_40.

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Lucian, Rafael y Marta Bicho. "Crowdfunding Practices for Social Projects: An Experiment of Co-Creation". En Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 559–68. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_152.

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Moradi, Masoud, Mayukh Dass y Kiran Pedada. "An Investigation into the Role of Brand Affiliation and Content Emotions on Crowdfunding Success: An Extended Abstract". En Creating Marketing Magic and Innovative Future Marketing Trends, 611–15. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_116.

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Groza, Mya Pronschinske, Mark D. Groza y Luis Miguel Barral. "A Preliminary Examination into the Motivating Factors of Crowdfunding Backers". En Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 339–40. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_71.

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TAN, Yee Heng y Srinivas K. Reddy. "Funding by the Masses: Crowdfunding Platforms and Their Disruption of Traditional Marketing Functions". En Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth, 167–75. 1 Oliver's Yard, 55 City Road London EC1Y 1SP: SAGE Publications, Inc., 2019. http://dx.doi.org/10.4135/9789353287733.n15.

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Belk, Russell. "Economic Tremors and Earthquakes: Sharing, the Sharing Economy, Crowdfunding, Cryptocurrencies and DAOs". En Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth, 153–66. 1 Oliver's Yard, 55 City Road London EC1Y 1SP: SAGE Publications, Inc., 2019. http://dx.doi.org/10.4135/9789353287733.n14.

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Boeuf, Benjamin y François Durivage. "Make Them Pay! Understanding Consumer Participation in Crowdfunding". En Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 95–96. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-11815-4_32.

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Allegreni, Fabio. "Crowdfunding as a Marketing Tool". En Crowdfunding for Sustainable Entrepreneurship and Innovation, 187–203. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0568-6.ch011.

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Resumen
Most people, at a first sight, perceive Crowdfunding as a specific and exciting process to raise money. Of course, this is correct, but it is not the whole truth. A successful crowdfunding campaign must be addressed to a community of people, rather than to an indiscriminate crowd, which is also typical for any marketing strategy. Leveraging on this key element, crowdfunding can amplify almost any kind of communication activity, provided it is able to meet the needs of a community and to provide the benefits that the community expects. Therefore, if well exploited, crowdfunding is a powerful tool in the hands of marketers, whose potential goes far beyond the evidence of pre-selling a new product, to reach new marketing horizons such as branding, business development, CRM, credit scoring and even HR management.
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Allegreni, Fabio. "Crowdfunding as a Marketing Tool". En Start-Ups and SMEs, 419–35. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1760-4.ch023.

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Most people, at a first sight, perceive Crowdfunding as a specific and exciting process to raise money. Of course, this is correct, but it is not the whole truth. A successful crowdfunding campaign must be addressed to a community of people, rather than to an indiscriminate crowd, which is also typical for any marketing strategy. Leveraging on this key element, crowdfunding can amplify almost any kind of communication activity, provided it is able to meet the needs of a community and to provide the benefits that the community expects. Therefore, if well exploited, crowdfunding is a powerful tool in the hands of marketers, whose potential goes far beyond the evidence of pre-selling a new product, to reach new marketing horizons such as branding, business development, CRM, credit scoring and even HR management.
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Actas de conferencias sobre el tema "Crowdfunding marketing"

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Srinivasan, Sriram, Zhuoxuan Fanny Li, Yu Lee Han y Bradley A. Camburn. "The Impact of Prototyping Strategies on Crowdfunding Success". En ASME 2020 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2020. http://dx.doi.org/10.1115/detc2020-22701.

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Abstract Innovative design and technology startups often struggle to gain market success when launching a new product. Research in business management highlights the impact of strategic marketing to foster launch success. Prototyping plays a critical role in demonstrating the potential of the said new technologies and innovations into the market. Prototypes can engage users or highlight the potential of an opportunity to investors. The design performance impact of prototyping strategies has been evaluated in recent studies. This work explores the impact that strategic prototyping (defined here as the use of techniques such as: subsystem isolation, or scale modeling), has on market outcome. Pilot analysis of two hundred launch campaigns on the marketing and sales platform - Kickstarter.com, is conducted. This database provides clear documentation of the information that is provided to said investors or ‘backers’, and resulting funds received. The relative usage frequency of various strategies is reported from a subset of product launch efforts after which the correlations between the demonstration of the strategies and funding received is calculated. These preliminary observations may support designers in managing project resources while developing prototypes to launch new products.
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Chung, Yuho, Yiwei Li y Jian-min Jia. "AN EMPIRICAL EXAMINATION OF THE PEER INFLUENCE ON CROWDFUNDING MARKETS". En Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.11.02.04.

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Kuo, Ying-Feng y Li-Te Liu. "The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions". En MoMM '14: The 12th International Conference on Advances in Mobile Computing and Multimedia. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2684103.2684170.

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