Events, brand communities, and crowdfunding: Experiences in Philippine-based crowdfunding

Added Title

Global Business Conference (11th : 2018 : St. Scholastica's College-Manila)

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Article

Source Title

Journal of Global Business

First Page

188

Last Page

196

Publication Date

3-3-2018

Physical Description

9 pages

Abstract

This study explores how offline events organized to supplement online crowdfunding campaigns affect performance and outcomes. This inquiry proposes that offline events lead to the development of brand communities through interpersonal interactions between project owners and backers, and through shared experiences among backers. This study finds that brand communities provide marketing support in the form of word of mouth promotion and product development, aside from funding support, all of which enhance crowdfunding campaign performance and outcome.
This study investigates the experiences of three successful crowdfunding campaigns hosted in the Philippine-based crowdfunding platform, The Spark Project.

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Disciplines

Finance and Financial Management | Social and Behavioral Sciences

Keywords

Crowd funding—Philippines

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