The reward crowdfunding campaign management process: an engagement perspective

Nadia Arshad, Rotem Shneor, Adele Berndt
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引用次数: 0

Abstract

Purpose

Crowdfunding is an increasingly popular channel for project fundraising for entrepreneurial ventures. Such efforts require fundraisers to develop and manage a crowdfunding campaign over a period of time and several stages. Thus, the authors aim to identify the stages fundraisers go through in their crowdfunding campaign process and how their engagement evolves throughout this process.

Design/methodology/approach

Following a multiple case study research design analysing six successful campaigns, the current study suggests a taxonomy of stages the fundraisers go through in their crowdfunding campaign management process while identifying the types of engagement displayed and their relative intensity at each of these stages.

Findings

The study proposes a five-stage process framework (pre-launch, launch, mid-campaign, conclusion and post-campaign), accompanied by a series of propositions outlining the relative intensity of different types of engagement throughout this process. The authors show that engagement levels appear with high intensity at pre-launch, and to a lesser degree also at the post-launch stage while showing low intensity at the stages in between them. More specifically, cognitive and behavioural engagement are most prominent at the pre- and post-launch stages. Emotional engagement is highest during the launch, mid-launch and conclusion stages. And social engagement maintains moderate levels of intensity throughout the process.

Originality/value

This study focuses on the campaign process using engagement theory, thus identifying the differing engagement patterns throughout the dynamic crowdfunding campaign management process, not just in one part.

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奖励性众筹活动管理流程:参与视角
目的众筹是一种日益流行的创业项目筹资渠道。这种努力要求筹资者在一段时间和几个阶段内开发和管理众筹活动。因此,作者旨在确定筹款人在众筹活动过程中所经历的各个阶段,以及他们在整个过程中的参与度是如何演变的。设计/方法/途径本研究采用多重案例研究设计,分析了六个成功的众筹活动,提出了筹款人在众筹活动管理过程中所经历的各个阶段的分类法,同时确定了在每个阶段所表现出的参与类型及其相对强度。研究结果本研究提出了一个五阶段流程框架(启动前、启动、活动中期、结束和活动后),并提出了一系列命题,概述了整个流程中不同类型参与的相对强度。作者的研究表明,参与水平在启动前阶段表现出较高的强度,在启动后阶段也表现出较低的强度,而在两者之间的阶段则表现出较低的强度。更具体地说,认知和行为参与在启动前和启动后阶段最为突出。情感参与在启动、启动中期和结束阶段最为突出。原创性/价值 本研究利用参与理论重点研究了活动过程,从而确定了整个动态众筹活动管理过程中的不同参与模式,而不仅仅是其中的某一部分。
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来源期刊
CiteScore
10.20
自引率
16.40%
发文量
94
期刊介绍: The International Journal of Entrepreneurial Behavior & Research (IJEBR) has a unique focus on publishing original research related to the human and social dynamics of entrepreneurship, and entrepreneurial management in small and growing organizations. The journal has an international perspective on entrepreneurship and publishes conceptual papers and empirical studies which bring together issues of interest to academic researchers and educators, policy-makers and practitioners worldwide.The editorial team encourages high-quality submissions which advance the study of human and behavioural dimensions of entrepreneurship and smaller organizations. Examples of topics which illustrate the scope of the journal are provided below. Topicality Nascent entrepreneurship and new venture creation Management development and learning in smaller businesses Enterprise and entrepreneurship education, learning and careers Entrepreneurial psychology and cognition Management and transition in smaller, growing and family-owned enterprises Corporate entrepreneurship and venturing Entrepreneurial teams, management and organizations Social, sustainable and informal entrepreneurship National and international policy, historical and cultural studies in entrepreneurship Gender, minority and ethnic entrepreneurship Innovative research methods and theoretical development in entrepreneurship Resourcing and managing innovation in entrepreneurial ventures.
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