Percorrer por autor "Telve, Linda"
A mostrar 1 - 1 de 1
Resultados por página
Opções de ordenação
- Building a successful crowdfunding campaign: what marketing factors do really matter for your project?Publication . Telve, Linda; Costa, Cláudia Isabel de SousaCrowdfunding platforms constitute a new source to bring together entrepreneurs and potential funders where resources are gathered by an online community for people. Both extrinsic and intrinsic motives incentivize founders and funders to take part in the community. In our study, we focus on the role of marketing and communication in the probability that projects are successfully funded. We analysed more than 7,500 projects in the reward-based platform Kickstarter and found that intensive communication activities namely in the number of project updates, Facebook shares and comments are associated with a higher likelihood of success. Results also indicate that, the higher the number of Facebook friends (personal community), the more funds projects attract. Interestingly, a website is not found to be important to raise funding as well as Facebook accounts with low numbers of friends. Afterwards, the pitch video has an impact on financing but its significance varies per project category as it is the case for projects’ profile page details on Kickstarter. We found evidence that a good-structured project description in terms of number of words can help increase the chances to reach the funding goal for certain categories like Film & Video and Games but, for others like Technology, the number of images is more significant. Other multimedia effects, such as videos and FAQs have both positive and negative effects on project types and should not overburden the campaign. From our findings, we then discuss managerial and theoretical implications.