Events, brand communities, and crowdfunding: Experiences in Philippine-based crowdfunding
This study explores how offline events organized to supplement online crowdfunding campaigns affect performance and outcomes. This inquiry proposes that offline events lead to the development of brand communities through interpersonal interactions between project owners and backers, and through shar...
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| Format: | text |
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Animo Repository
2018
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/11234 |
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| Institution: | De La Salle University |
| Summary: | This study explores how offline events organized to supplement online crowdfunding campaigns affect performance and outcomes. This inquiry proposes that offline events lead to the development of brand communities through interpersonal interactions between project owners and backers, and through shared experiences among backers. This study finds that brand communities provide marketing support in the form of word of mouth promotion and product development, aside from funding support, all of which enhance crowdfunding campaign performance and outcome. This study investigates the experiences of three successful crowdfunding campaigns hosted in the Philippine-based crowdfunding platform, The Spark Project. |
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