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Chapitres (2016), Strategic Innovative Marketing, Springer, pp. 315-321

Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns

LACAN C., DESMET Pierre

In the crowdfunding model, a campaign succeeds by collecting the funds required over a predefined duration. This study examines the motivations that encourage supporter participation. The results of an empirical study validate the effect of economic, philanthropic, networking, and social utility motivations on the campaign’s success. However, economic sensitivity and gender are important moderators of participation. The results also show that the feeling of social utility encourages electronic word of mouth (e-WOM) and helps develop the social capital of the project creators.

LACAN, C. and DESMET, P. (2016). Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns. In: Strategic Innovative Marketing. 1st ed. Springer, pp. 315-321.