Demand and supply sides of the crowdfunding ecosystem: The case of Kickstarter campaigns and potential Hungarian investors

Roland Zs. Szabó, Réka Szász and Borbála Szedmák ()
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Roland Zs. Szabó: Strategic and International Management Research Centre, Corvinus University of Budapest, Budapest, Hungary
Réka Szász: Strategic and International Management Research Centre, Corvinus University of Budapest, Budapest, Hungary
Borbála Szedmák: Strategic and International Management Research Centre, Corvinus University of Budapest, Budapest, Hungary

Society and Economy, 2021, vol. 43, issue 2, 165-183

Abstract: Crowdfunding is a disruptive innovation and has provoked interest as a new way of raising finance. The objective of our research was to analyse both the demand and supply sides of the crowdfunding ecosystem. The study used two methods. The first was a database analysis of 259,114 Kickstarter campaigns. The second was a survey on public awareness of crowdfunding in Hungary, from the perspective of 132 potential investors. The findings suggest several success factors that may be useful for campaign launchers: (1) appealing project presentation; (2) diverse pool of rewards; (3) realistic set of funding goals; (4) appropriate categories and sums of pledges; and (5) frequent communication and satisfactory information about the campaign. Furthermore, the study revealed the differences between the potential investors' expectations and the reality of crowdfunding practices.

Keywords: crowdfunding; financing; investor expectations; funding goal; platform (search for similar items in EconPapers)
JEL-codes: M13 O16 (search for similar items in EconPapers)
Date: 2021
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