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Kizilkan, K., Schulte, R. Die Bedeutung Sozialer Medien für das Reward based Crowdfunding. ZfKE – Zeitschrift für KMU und Entrepreneurship, 70(2), 109-119. https://doi.org/10.3790/zfke.70.2.109
Kizilkan, Katrin and Schulte, Reinhard "Die Bedeutung Sozialer Medien für das Reward based Crowdfunding" ZfKE – Zeitschrift für KMU und Entrepreneurship 70.2, 2022, 109-119. https://doi.org/10.3790/zfke.70.2.109
Kizilkan, Katrin/Schulte, Reinhard (2022): Die Bedeutung Sozialer Medien für das Reward based Crowdfunding, in: ZfKE – Zeitschrift für KMU und Entrepreneurship, vol. 70, iss. 2, 109-119, [online] https://doi.org/10.3790/zfke.70.2.109
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Die Bedeutung Sozialer Medien für das Reward based Crowdfunding

Kizilkan, Katrin | Schulte, Reinhard

ZfKE – Zeitschrift für KMU und Entrepreneurship, Vol. 70 (2022), Iss. 2 : pp. 109–119

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Article Details

Publisher Name
Duncker & Humblot
DOI
https://doi.org/10.3790/zfke.70.2.109
Language
German
Pages
11

Pricing

Individual
€ 24.00 (incl. local VAT if applicable)

Author Details

Katrin Kizilkan, MA, Leuphana Universität Lüneburg, Universitätsallee 1, C6.103., 21335 Lüneburg, Deutschland.

Univ.-Prof. Dr. Reinhard Schulte, Leuphana Universität Lüneburg, Universitätsallee 1, C6.103., 21335 Lüneburg, Deutschland

References

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  32. Moritz, A., Block, J. (2014): Crowdfunding und Crowdinvesting: State of the Art der wirtschaftswissenschaftlichen Literatur. ZfKE 62. Jahrgang, Heft.1 (2014), S. 57–90.  Google Scholar
  33. Eiteneyer, N., Bendig, D., Brettel, M. (2019): Social capital and the digital crowd: Involving backers to promote new product innovativeness. Research Policy, Elsevier, 48(8), 1–15. https://doi.org/10.1016/j.respol.2019.01.017.  Google Scholar
  34. Dikaputra, R., Sulung, L. A. K., Kot, S. (2019): Analysis of Success Factors of Reward-Based Crowdfunding Campaigns Using Multi-Theory Approach in ASEAN-5 Countries. Social Sciences, 8(10), 293-308. https://doi.org/10.3390/socsci8100293.  Google Scholar
  35. Cumming, D. J., Hornuf, L., Karami, M., Schweizer, D. (2016): Disentangling Crowdfunding from Fraudfunding. Max Planck Institute for Innovation & Competition Research (16)9, 1-55. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2828919.  Google Scholar
  36. Crosetto, P., Regner, T. (2014): Crowdfunding: Determinants of success and funding dynamics. Jena Economic Research Papers from Friedrich-Schiller-University Jena, 2014 (35), 1–24.  Google Scholar
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  38. Colombo, M. G., Franzoni, C., Rossi-Lamastra, C. (2015): Internal Social Capital and the Attraction of Early Contributions in Crowdfunding. Entrepreneurship Theory and Practice, 39(1), 75–100. https://doi.org/10.1111/etap.12118.  Google Scholar
  39. Chiu, C.-M., Hsu, M.-H., Wang, E. T. G. (2006): Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872–1888. https://doi.org/10.1016/j.dss.2006.04.001.  Google Scholar
  40. Butticè, V., Colombo, M. G., Wright, M. (2017): Serial Crowdfunding, Social Capital, and Project Success. Entrepreneurship Theory and Practice, 41(2), 183–207. https://doi.org/10.1111/etap.12271.  Google Scholar
  41. Bruton, G., Khavul, S., Siegel, D., Wright, M. (2015): New financial alternatives in seeding entrepreneurship: microfinance, crowdfunding and peer-to-peer innovations. Entrepreneurship Theory and Practice, 39(1), 9–26. https://doi.org/10.1111/etap.12143.  Google Scholar
  42. Bolino, M. C., Turnley, W. H., Bloodgood, J. M. (2002): Citizenship Behavior and the Creation of Social Capital in Organizations. The Academy of Management Review, 27(4), 505–522. https://doi.org/10.2307/4134400.  Google Scholar
  43. Belleflamme, P., Lambert, T., Schwienbacher, A. (2010): Crowdfunding: An industrial organization. Proceedings of the Digital Business Model: Understanding Strategies, Paris, 25–26 June 2010, 1–30.  Google Scholar
  44. Beier, M., Wagner, K. (2015): Erfolg bei Crowdfunding-Kampagnen: Eine Perspektive aus E-Commerce und Social Media. Schweizerisches Institut für Entrepreneurship. SSRN Electronic Journal, Oktober 2015, 1–16. http://dx.doi.org/10.2139/ssrn.2677432.  Google Scholar
  45. Mollick, E. (2014): The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, 29(1), 1–16. https://doi.org/10.1016/j.jbusvent.2013.06.005.  Google Scholar
  46. Ferreira, F., Pereira, L. (2018): Success Factors in a Reward and Equity Based Crowdfunding Campaign. In Proceedings of the 2018 IEEE International Conference on Engineering, Technology and Innovation (ICE/ITMC), Stuttgart, Germany, 1–8. https://doi.org/10.1109/ICE.2018.8436308.  Google Scholar
  47. Gelfond, S. H., Foti, A. D. (2012): US $500 and a click: investing the „crowdfunding“ way. Journal of Investment Compliance, 13 (4), 9–3. https://doi.org/10.1108/15285811211284074.  Google Scholar
  48. Lu, C.-T., Xie, S., Kong, X., Yu, P. S. (2014): Inferring the impacts of social media on crowdfunding. Proceedings of the 7th ACM International Conference on Web Search and Data Mining, 573–582. https://doi.org/10.1145/2556195.2556251.  Google Scholar
  49. Ko, J., Ko, E. (2021): What fashion startups should know before launching Crowdfunding projects: Focusing on Wadiz reward Crowdfunding. Journal of Global Fashion Marketing, 12(2), 176–191. https://doi.org/10.1080/20932685.2020.1870521.  Google Scholar
  50. Hui, J. S., Greenberg, M. D., Gerber, E. M. (2014). Understanding the role of community in crowdfunding work. Proceedings of the 17th ACM Conference on Computer Supported Cooperative Work & Social Computing, 62–74. https://doi.org/10.1145/2531602.2531715.  Google Scholar

Abstract

The importance of social media for reward-based crowdfunding

A crowdsale in the form of reward-based crowdfunding supported by corresponding internet platforms can be useful to young companies and SMEs in various ways. It not only opens up additional financing options, but also serves risk reduction, product development, market research, target group communication and, last but not least, sales.

Critical to the success of a reward-based crowdfunding campaign is the targeted and appropriate use of social media before and during the campaign. Based on two common theoretical explanatory strands, namely the information economics approach (signaling theory) and the resource-based approach (social capital theory), the article presents the functioning and background of crowdsale and explains the relevance of social media for the success of such projects. The article shows how the probability of success of campaigns can be significantly increased by reducing the information asymmetries between backers and starters and by activating the social media network.

Table of Contents

Section Title Page Action Price
Katrin Kizilkan / Reinhard Schulte: Die Bedeutung Sozialer Medien für das Reward based Crowdfunding 109
Zusammenfassung 109
Abstract 110
I. Hintergrund und Kontext 110
1. Reward based Crowdfunding und die kampagnenbezogene Kommunikation 110
2. Theoretische Einordnung 112
3. Generelle Erfolgsfaktoren des Reward based Crowdfunding 114
II. Soziale Medien als zusätzlicher Erfolgstreiber des Reward based Crowdfunding 116
Literatur 118

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