Reward-Based Crowdfunding as a Marketing Tool for Established SMEs: A Multi Case Study

Beier, Michael; Früh, Sebastian; Jäger, Christian

doi:10.2139/ssrn.3338084

Cited by 12 publications

(15 citation statements)

References 59 publications

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“…Four different categories of crowdfunding can be identified: lending-based, donationbased, reward-based, and equity-based [80][81][82][83][84]. While lending-based crowdfunding aims at the crowd providing monetary funds in exchange for interest (much like a bank), donationbased crowdfunding works like one-to-one offline donations.…”

Section: Crowdfundingmentioning

confidence: 99%

Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development

et al. 2021

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Crowdfunding, as an alternative method to fundraising, triggers increased awareness in society, while it is also an effective marketing tool for campaign runners. The production and release of independent print media poses significant hurdles in terms of financing. Including the community in raising funds through crowdfunding seems like a good possible alternative. This paper examines which types of crowdfunding the independent print media use, and why, and also focuses on the possible types of crowdfunding that are the best fit for organizations. The study applies a case example approach on a total of thirty independent print publications that have relied on crowdfunding. We found that independent print media focus on reward-based crowdfunding for the launch of publications, the method being not used solely for fundraising, but also specifically for community building. Practitioners benefit from the insights by being enabled to draft campaigns that are better-suited to the specific needs of the independent media target group, and to secure financing for the start of the operations. The approach of this study is of special value, as the research and empirical insights into the independent media sector are limited.

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Section: Crowdfundingmentioning

confidence: 99%

Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development

et al. 2021

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“…Second, crowdfunding platforms (e.g., Crowdify.net, GoFundMe, and Startnext) are also left out of this study. These are of increasing importance in the healthcare sector and also offer hospitals extensive opportunities for high-profile communication and digital networking with various stakeholder groups (Bassani et al 2019;Beier et al 2019;Beier and Wagner 2015;Burtch and Chan 2014). However, the nature and structure of networking and communication on the platforms does not meet the selection criteria of this study.…”

Section: Social Media and Hospitalsmentioning

confidence: 99%

Attitudes, Preferences and Usage Behavior of the Population Regarding Social Media Pages of Hospitals - Results of a Quantitative Survey in the DACH Region (Germany, Austria, Switzerland)

Beier

Früh

2021

SSRN Journal

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Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use:Documents in EconStor may be saved and copied for your personal and scholarly purposes.You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public.If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence.

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“…Reasons for crowdsourcing vary from cost savings and risk shifting to making use of better knowledge and marketing opportunities (Ghezzi et al 2017;Adhami et al 2019;Bento et al 2019;Cappa et al 2019;Konhäusner 2020;Sanchis-Pedregosa et al 2020). Crowdfunding represents a subcategory of crowdsourcing focusing on monetary funding of the organization by the crowd, often represented by fans and customers (Howe 2006;Hirth et al 2011;Estellés-Arolas and González-Ladrón-de-Guevara 2012;Cai 2018;Beier et al 2019;Tseng 2021).…”

Section: Crowdfundingmentioning

confidence: 99%

“…Table 1 gives an overview. (Howe 2006;Hirth et al 2011;Estellés-Arolas and González-Ladrón-de-Guevara 2012;Parker et al 2016;Assenmacher 2017;Butticè et al 2017;Leboeuf and Schwienbacher 2018;Beier et al 2019;Konhäusner 2020;Henn and Lutz 2020). Donation-based crowdfunding is the digitalization of donating money for a common cause as supporters provide monetary means without expecting anything in return (Saari Byström and Brunhöber 2017;Salido-Andres et al 2020;Zhang et al 2020).…”

Section: Crowdfundingmentioning

confidence: 99%

Digital Marketing Effects of Clubhouse on Crowdfunding in the Context of COVID-19

Konhäusner

Seidentopf

2021

JRFM

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In the marketing mix, promotion is mentioned as using the communication channels available to present and market the product or service at hand. In recent years, social media has risen as an influential marketing communication channel in digital space. Apart from end-to-end direct messengers and video communication in times of the COVID-19 pandemic, the social media channel Clubhouse offers an audio-only experience. The current research lacks analysis of the potential influence of the hyped social network. Due to the novelty of the channel and the absence of text messages as well as visual stimuli, questions regarding the impact that usage of this social media channel might have on crowdfunding, a means of rising popularity in alternative financing, have arisen. The study builds upon the media richness theory of Daft and Lengel as well as the channel expansion theory of Carlson and Zmud. Besides literature research, explorative expert interview analyses were applied to answer the research question at hand. The main findings include different approaches to foster the opportunities of Clubhouse for marketing crowdfunding campaigns in line with insights about the user group of Clubhouse as well as development options for the platform.

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Reward-Based Crowdfunding as a Marketing Tool for Established SMEs: A Multi Case Study

Cited by 12 publications

References 59 publications

Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development

Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development

Attitudes, Preferences and Usage Behavior of the Population Regarding Social Media Pages of Hospitals - Results of a Quantitative Survey in the DACH Region (Germany, Austria, Switzerland)

Digital Marketing Effects of Clubhouse on Crowdfunding in the Context of COVID-19

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