When the crowd finances: the role of the project, of the project's bearer and the platform in the willingness to participate

Marie Beck (), Oliviane Brodin () and Jean-François Mallet
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Marie Beck: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Oliviane Brodin: RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille
Jean-François Mallet: RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille

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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.

Keywords: crowdfunding; credibility; community; popularity; social media (search for similar items in EconPapers)
Date: 2016-01
Note: View the original document on HAL open archive server: https://univ-artois.hal.science/hal-03350108
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Published in 15ème Conférence Internationale des Tendances en Marketing, Jan 2016, Venise, Italy

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