Resumen de From hashtag to cashback:: Success determinants in crowdfunders' user behavior

Katrin Kizilkan

• galego

  O crowdfunding é un enfoque popular para que os emprendedores obteñan apoio financeiro e, por tanto, gañou importancia na literatura e na práctica nos últimos anos. Os comportamentos comunicativos dos emprendedores que conducen ao éxito dunha campaña serán resumidos e ampliados por novos achados. Como valor engadido teórico, este artigo ofrece o primeiro intento de transferir as teorías da comunicación ao campo do crowdfunding baseado en recompensas para revelar os determinantes do éxito no comportamento dos usuarios de crowdfunders. O obxectivo deste artigo é dar recomendacións prácticas aos iniciadores sobre como levar a cabo unha campaña con éxito e, en xeral, sobre como poden aproveitar ao máximo os medios sociais. Mediante a análise do conxunto de datos das campañas de crowdfunding de Startnext, a maior plataforma de crowdfunding baseada en recompensas de fala alemá, identifícanse novos factores de éxito utilizando métodos de análises multivariante. Os resultados mostran que os medios sociais poden ofrecer un valor significativo para os empresarios en termos de márketing se se utilizan de forma estratéxica e frecuente.

• English

  Crowdfunding is a popular approach for entrepreneurs to obtain financial support and has therefore gained importance in the literature and practice in recent years. The communication behavior of starters that lead to the success of a campaign will be summarized and expanded by new findings. As a theoretical added value, this article offers the first attempt to transfer communication theories to the field of reward-based crowdfunding to reveal success determinants in crowdfunders user behavior. The purpose of this paper is to give practical recommendations to starters on how to run a campaign successfully and, more generally, on how they can make full use of social media. By analyzing the dataset of crowdfunding campaigns from Startnext, the largest German-speaking reward-based crowdfunding platform, new success factors are identified using multivariate analysis methods. The results show that social media can offer significant value for businesspeople in terms of marketing if it is used strategically and frequently