THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS

Detalhes bibliográficos
Autor(a) principal: VERSCHOORE,JORGE R.
Data de Publicação: 2020
Outros Autores: ARAÚJO,MARIANA D. M.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712020000400202
Resumo: ABSTRACT Purpose: The purpose of this paper is to analyze the effect of reward strategies on the success of crowdfunding campaigns. Originality/value: The study contributed to the knowledge of crowdfunding reward strategies. Through a comparative analysis approach, the study demonstrated differences in the effect of tangible, symbolic and collective rewards on the success of crowdfunding campaigns. Design/methodology/approach: The study employs the approach of Qualitative Comparative Analysis (QCA) to analyze the CF campaigns of catarse.me, a Brazilian crowdfunding platform. Findings: Tangible rewards, such as something special and purchase me, have a positive effect on the success of crowdfunding campaigns. Symbolic and collective rewards, such as collectible tokens, pursuit of pleasure, and top it up, cannot replace the material incentives of tangible rewards. The main findings show the opportunities for combinations of reward strategies on collective fundraising. Based on the study, entrepreneurs are able to plan a reward strategy for crowdfunding campaigns. Results are applicable to reward-based crowdfunding and cannot be generalized to other platforms around the world.
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spelling THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNSCrowdfundingEntrepreneurshipNew venturesSuccess factorsRewardsABSTRACT Purpose: The purpose of this paper is to analyze the effect of reward strategies on the success of crowdfunding campaigns. Originality/value: The study contributed to the knowledge of crowdfunding reward strategies. Through a comparative analysis approach, the study demonstrated differences in the effect of tangible, symbolic and collective rewards on the success of crowdfunding campaigns. Design/methodology/approach: The study employs the approach of Qualitative Comparative Analysis (QCA) to analyze the CF campaigns of catarse.me, a Brazilian crowdfunding platform. Findings: Tangible rewards, such as something special and purchase me, have a positive effect on the success of crowdfunding campaigns. Symbolic and collective rewards, such as collectible tokens, pursuit of pleasure, and top it up, cannot replace the material incentives of tangible rewards. The main findings show the opportunities for combinations of reward strategies on collective fundraising. Based on the study, entrepreneurs are able to plan a reward strategy for crowdfunding campaigns. Results are applicable to reward-based crowdfunding and cannot be generalized to other platforms around the world.Editora MackenzieUniversidade Presbiteriana Mackenzie2020-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712020000400202RAM. Revista de Administração Mackenzie v.21 n.4 2020reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (UPM)instacron:MACKENZIE10.1590/1678-6971/eramr200139info:eu-repo/semantics/openAccessVERSCHOORE,JORGE R.ARAÚJO,MARIANA D. M.eng2020-07-01T00:00:00Zoai:scielo:S1678-69712020000400202Revistahttps://www.scielo.br/j/ram/https://old.scielo.br/oai/scielo-oai.phprevista.adm@mackenzie.br1678-69711518-6776opendoar:2020-07-01T00:00RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (UPM)false
dc.title.none.fl_str_mv THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
title THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
spellingShingle THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
VERSCHOORE,JORGE R.
Crowdfunding
Entrepreneurship
New ventures
Success factors
Rewards
title_short THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
title_full THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
title_fullStr THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
title_full_unstemmed THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
title_sort THE EFFECT OF REWARD STRATEGIES ON THE SUCCESS OF CROWDFUNDING CAMPAIGNS
author VERSCHOORE,JORGE R.
author_facet VERSCHOORE,JORGE R.
ARAÚJO,MARIANA D. M.
author_role author
author2 ARAÚJO,MARIANA D. M.
author2_role author
dc.contributor.author.fl_str_mv VERSCHOORE,JORGE R.
ARAÚJO,MARIANA D. M.
dc.subject.por.fl_str_mv Crowdfunding
Entrepreneurship
New ventures
Success factors
Rewards
topic Crowdfunding
Entrepreneurship
New ventures
Success factors
Rewards
description ABSTRACT Purpose: The purpose of this paper is to analyze the effect of reward strategies on the success of crowdfunding campaigns. Originality/value: The study contributed to the knowledge of crowdfunding reward strategies. Through a comparative analysis approach, the study demonstrated differences in the effect of tangible, symbolic and collective rewards on the success of crowdfunding campaigns. Design/methodology/approach: The study employs the approach of Qualitative Comparative Analysis (QCA) to analyze the CF campaigns of catarse.me, a Brazilian crowdfunding platform. Findings: Tangible rewards, such as something special and purchase me, have a positive effect on the success of crowdfunding campaigns. Symbolic and collective rewards, such as collectible tokens, pursuit of pleasure, and top it up, cannot replace the material incentives of tangible rewards. The main findings show the opportunities for combinations of reward strategies on collective fundraising. Based on the study, entrepreneurs are able to plan a reward strategy for crowdfunding campaigns. Results are applicable to reward-based crowdfunding and cannot be generalized to other platforms around the world.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.uri.fl_str_mv http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712020000400202
url http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712020000400202
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/1678-6971/eramr200139
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv Editora Mackenzie
Universidade Presbiteriana Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
Universidade Presbiteriana Mackenzie
dc.source.none.fl_str_mv RAM. Revista de Administração Mackenzie v.21 n.4 2020
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (UPM)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (UPM)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (UPM)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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