El impacto de los medios sociales y del e-WOM en el éxito de las campañas de crowdfunding basadas en recompensas

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Publicado 25-02-2021
Susana Bernardino
J. Freitas Santos
Sílvie Oliveira

Resumen

El Crowdfunding (CF) es un instrumento financiero que ha experimentado un crecimiento impresionante en los últimos años y ofrece una forma alternativa de captación de fondos para proyectos empresariales. Sin embargo, no todas las campañas de CF logran atraer la atención de los inversores y obtener el objetivo inicial de la campaña.Dado que las campañas de CF se construyen sobre plataformas de Internet, se han utilizado estrategias de comercialización digital para mejorar la concienciación y lograr que las personas contribuyan con pequeñas cantidades de dinero a una determinada campaña de CF.Por lo tanto, este documento tiene por objeto estudiar el efecto de los medios sociales y del boca a boca electrónico (e-WOM) en los resultados de las campañas de CF y si estas estrategias de comercialización digital podrían influir en la decisión de los pequeños inversores de apoyar o no una campaña de CF basada en la recompensa.Utilizando una muestra de datos de la segunda mayor plataforma americana de CF basada en la recompensa (Indiegogo), hemos aplicado el análisis de regresión de mínimos cuadrados ordinarios múltiples, para evaluar el efecto causal de varios conjuntos de variables en la tasa de éxito de una campaña de CF.Los resultados muestran que los medios sociales y las estrategias de e-WOM desempeñan un papel fundamental y tienen un impacto significativo positivo en una campaña de CF.

Cómo citar

Bernardino, S., Freitas Santos, J., & Oliveira, S. (2021). El impacto de los medios sociales y del e-WOM en el éxito de las campañas de crowdfunding basadas en recompensas. Cuadernos De Gestión, 21(2), 35–48. https://doi.org/10.5295/cdg.201300sb
Abstract 249 | PDF (English) Downloads 111

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Keywords

Crowdfunding, Crowdfunding basado en la recompensa, medios sociales, boca a boca electrónico (e-WOM), IndieGoGo

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