What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform? Guilt, Utilitarian Products, Emotional Messaging, and Fewer but Meaningful Rewards, Drive Donations
Steven Chen, Sunil Thomas and Chiranjeev Kohli
California State University, Fullerton
MANAGEMENT SLANT
- Marketers and advertisers who use crowdfunding as a means to develop (and promote) new products may benefit from a framework that helps them achieve their funding goals.
- Donations more likely will be...