From hashtag to cashback: Success determinants in crowdfunders' user behavior

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  • Katrin Kizilkan
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.
Original languageEnglish
JournalGalician Journal of Economics
Issue number2
Pages (from-to)1-25
Number of pages25
Publication statusPublished - 01.09.2023

Bibliographical note

Funding Information:
socia? media. It is the first time these research streams have been merged; crowdfunding research is a comparative? y recent phenomenon, so various definitions exist without fu?? scientific acceptance (Kraus et a?., 球爃猃? ). Kraus et a?. ( 球爃猃砒? state that crowdfunding focuses on raising financial support from users of devoted internet-based p?atforms.

Funding Information:
Hui et a?. ( 球爃猃瘒? under?ined that the campaign 㔀s success is determined by a mixture of information on the founder, facts about the project, customer re?ations and the ca?? for funding (Hui et a?., 球爃猃? ). How exact? y the networking and the customer re?ations aspects shou?d be designed has not yet been sufficiently deveoped.

Publisher Copyright:
© Universidade de Santiago de Compostela.