TY  - JOUR
AB  - Purpose Crowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior.Design/methodology/approach This paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns.Findings It is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic.Practical implications This manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers.Originality/value This paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.
VL  - 20
IS  - 2
SN  - 1471-5201
DO  - 10.1108/JRME-12-2016-0053
UR  - https://doi.org/10.1108/JRME-12-2016-0053
AU  - Ahsan Mujtaba
AU  - Cornelis Erlinde F.I.
AU  - Baker Andrew
PY  - 2018
Y1  - 2018/01/01
TI  - Understanding backers’ interactions with crowdfunding campaigns: Co-innovators or consumers?
T2  - Journal of Research in Marketing and Entrepreneurship
PB  - Emerald Publishing Limited
SP  - 252
EP  - 272
Y2  - 2024/04/25
ER  -