Crowdfunding has become a popular course for early-stage financing for a variety of campaigns. Research had focused mainly on factors contributing to campaigns’ success, examining the creators and the supporters discretely. The current study contributes to the literature by exploring the interaction between creators and supporters. This interaction comprises a central contribution to campaign success. Relationship marketing was adopted to facilitate a better understanding of the relationship-based aspects of the interaction. The study combines survey-based data collection from samples of creators and supports, and success measures retrieved from the crowdfunding platforms. Our findings revealed significant differences in views between creators and supporters regarding the role of communication, commitment, bonding, and trust in their interaction. These differences can impact campaigns’ success rates.
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Efrat, K., Gilboa, S. Relationship approach to crowdfunding: how creators and supporters interaction enhances projects’ success. Electron Markets 30, 899–911 (2020). https://doi.org/10.1007/s12525-019-00391-6
- Relationship marketing
- Campaign success