Brand community: The right crowd for crowdfunding
Recently crowdfunding has become popular among entrepreneurs, startups and non-profit organizations. Funders often seek to get something back either in form of equity or non-financial terms.Members of the same group show strong relationship for crowdfunding rather than individuals.Brand community...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/23698/1/CBMM%202017%20179%20203.pdf |
| Summary: | Recently crowdfunding has become popular among entrepreneurs, startups and non-profit organizations.
Funders often seek to get something back either in form of equity or non-financial terms.Members of the
same group show strong relationship for crowdfunding rather than individuals.Brand community including
online communities has more response for open call crowdfunding.Brand community members are relatively enthusiastic in funding altruistic way that is often pursued by many firms. Besides brand community members make surveillance for project success and often volunteer in addition to funding.This study suggests brand communities as the right crowd for crowdfunding. |
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