Civic crowdfunding, social marketing and the co-creation of public value

Veronica Giuliani, Nathalie Colasanti, Rocco Frondizi and Manuela Barreca

MERCATI & COMPETITIVIT?, 2018, vol. 2018/2, issue 2, 109-130

Abstract: The issue of illegitimately appropriated pieces of art is very relevant for Italy, whose artistic patrimony is one of the largest in the world. This paper presents a project for improving the protection and retrieval of stolen art, based on the employment of a co-production perspective, engaging different actors and sectors in the process, and on the use of civic crowdfunding as a co-financing and social marketing tool. Thus, citizens take an active role in the co-creation of public value, as highlighted by Esposito et al. (2015), who find a strong link between social interaction, the aforementioned co-creation of public value, and the success of civic crowdfunding projects. Civic crowdfunding can be employed as a new financial tool for the enhancement of social inclusion and civic participation and engagement, with the perspective of fostering cooperation and collaboration between all sectors of society.

Date: 2018
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