From hashtag to cashback: Success determinants in crowdfunders' user behavior
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung
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From hashtag to cashback : Success determinants in crowdfunders' user behavior. / Kizilkan, Katrin.
in: Galician Journal of Economics, Jahrgang 32, Nr. 2, 26.01.2023, S. 1-25.Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung
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TY - JOUR
T1 - From hashtag to cashback
T2 - Success determinants in crowdfunders' user behavior
AU - Kizilkan, Katrin
PY - 2023/1/26
Y1 - 2023/1/26
N2 - Crowdfunding is a popular approach for entrepreneurs to obtain financial support and has therefore gained importance in the literature and practice in recent years. The communication behavior of starters that lead to the success of a campaign will be summarized and expanded by new findings. As a theoretical added value, this article offers the first attempt to transfer communication theories to the field of reward-based crowdfunding to reveal success determinants in crowdfunders user behavior. The purpose of this paper is to give practical recommendations to starters on how to run a campaign successfully and, more generally, on how they can make full use of social media. By analyzing the dataset of crowdfunding campaigns from Startnext, the largest German-speaking reward-based crowdfunding platform, new success factors are identified using multivariate analysis methods. The results show that social media can offer significant value for businesspeople in terms of marketing if it is used strategically and frequently.
AB - Crowdfunding is a popular approach for entrepreneurs to obtain financial support and has therefore gained importance in the literature and practice in recent years. The communication behavior of starters that lead to the success of a campaign will be summarized and expanded by new findings. As a theoretical added value, this article offers the first attempt to transfer communication theories to the field of reward-based crowdfunding to reveal success determinants in crowdfunders user behavior. The purpose of this paper is to give practical recommendations to starters on how to run a campaign successfully and, more generally, on how they can make full use of social media. By analyzing the dataset of crowdfunding campaigns from Startnext, the largest German-speaking reward-based crowdfunding platform, new success factors are identified using multivariate analysis methods. The results show that social media can offer significant value for businesspeople in terms of marketing if it is used strategically and frequently.
KW - Entrepreneurship
KW - Management studies
KW - Crowdfunding
KW - Social media communication
KW - crowdfunding success
KW - social capital
KW - signaling theory
UR - https://www.mendeley.com/catalogue/4ce969c5-8a08-365e-9fa8-4e414ae0d7a5/
U2 - 10.15304/rge.32.2.8582
DO - 10.15304/rge.32.2.8582
M3 - Journal articles
VL - 32
SP - 1
EP - 25
JO - Revista Galega de Economia
JF - Revista Galega de Economia
SN - 2409-8892
IS - 2
ER -