Reaping Value‐Added Benefits from Crowdfunders: What Can We Learn from Relationship Marketing?

Stephanie Alexandra Macht

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FinTech, Crowdfunding, Digital Finance Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Fund‐seeking entrepreneurs who are interested in reaping value‐added benefits from their crowdfunders can positively influence their funders through the use of relationship marketing and trust‐building techniques.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2013The dynamics of crowdfunding: An exploratory study 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations 2013Crowdfunding: Tapping the right crowd 2005Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study 2010The Impact of Entrepreneurship on Economic Growth 2003The financing of business start-ups 2011Crowd‐funding: transforming customers into investors through innovative service platforms

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2020Microfinance and financial inclusion: Challenges and opportunities 2019Relationship approach to crowdfunding: how creators and supporters interaction enhances projects’ success 2019How Sentiment Impacts the Success of Blockchain Startups – An Analysis of Social Media Data and Initial Coin Offerings 2020Sustainable crowdfunding: insights from the project perspective 2017Crowdfunding: A Review and Research Agenda

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