When the crowd finances: the role of the project, of the project's bearer and the platform in the willingness to participate - Archive ouverte HAL Access content directly
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When the crowd finances: the role of the project, of the project's bearer and the platform in the willingness to participate

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Abstract

Crowdfunding is an innovative way to raise capital from a large number of people, typically via the Internet. The choice to finance a project, in this context, has not been very much studied from the point of view of a potential contributor. This research investigates the role of community and popularity of the project, credibility of the project bearer, and trust in the platform on the willingness to participate in a reward-based crowdfunding project. A quantitative study driven on the KissKissBankBank platform shows that willingness to participate, to finance, and word-of-mouth are linked to these features, and highlights the interactions between the characteristics of the platform, the project bearer and the project.
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Dates and versions

hal-03350108 , version 1 (29-09-2021)

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  • HAL Id : hal-03350108 , version 1

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Marie Beck, Oliviane Brodin, Jean-François Mallet. When the crowd finances: the role of the project, of the project's bearer and the platform in the willingness to participate. 15ème Conférence Internationale des Tendances en Marketing, Jan 2016, Venise, Italy. ⟨hal-03350108⟩
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