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
https://orcid.org/0000-0002-1639-3553
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
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Keywords
Crowdfunding, Crowdfunding basado en la recompensa, medios sociales, boca a boca electrónico (e-WOM), IndieGoGo
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Frydrych, D, Bock, A. J., Kinder, T., and Koeck, B., 2014. Exploring Entrepreneurial Legitimacy in Reward-Based Crowdfunding. Venture Capital: An International Journal of Entrepreneurial Finance, 16 (3), 247–269.
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Gajda, O., and Mason, N., 2013. Crowdfunding for Impact in Europe and the USA. European Crowdfunding White Paper, 1-24. Available at: http://eurocrowd.org/wp-content/blogs.dir/sites/85/2013/12/20131220_ECN_Toniic_CrowdfundingForImpact.pdf
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Gerber, E.M., and Hui, J., 2013. Crowdfunding: Motivations and Deterrents for Participation. ACM Transactions on Computer-Human
Interactions, 20(6), 34-32.
Gerber, E., Hui, J. and Kuo, P., 2012. Crowdfunding: Why people are motivated to post and fund projects on crowdfunding platforms.
CSCW Workshop. Available at: http://www.juliehui.org/wpcontent/uploads/2013/04/CSCW_Crowdfunding_Final.pdf
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Giudici, G., Massimiliano, G. and Rossi-Lamastra, C., 2017. Reward-based crowdfunding of entrepreneurial projects: the effect of
local altruism and localised social capital on proponents’ success. Small Business Economics, 50(2), 307-324.
Hair, J. F. Jr, Anderson, R. E., Tatham, R. L. and Black, W. C., 1995. Multivariate data analysis: with readings. Fourth Edition, New Jersey,
Prentice Hall.
Hennig-Thurau, T., Gwinner, K., Walsh, G., and Gremler, D., 2004. Electronic word-of-mouth via consumer-opinion platforms: What
motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
Herzenstein, M., Dholakia, U. M. and Andrews, R.L., 2011. Strategic Herding Behavior in Peer-to-Peer Loan Auctions. Journal of Interactive Marketing, 25(1): 27-36.
Hobbs, J., Grigore, G. and Molesworth, M., 2016. Success in the management of crowdfunding projects in the creative industries. Internet Research, 26(1), 146-166.
Hommerová, D., 2020. Crowdfunding as a new model of nonprofit funding. In I. Garcia-Rodriguez & M. E. Romero-Merino (Eds.), Financing Nonprofit Organizations (chapter 13). London, Routledge.
Hörisch, J., 2015. Crowdfunding for Environmental Ventures: An Empirical Analysis of the Influence of Environmental Orientation on
the Success of Crowdfunding Initiatives. Journal of Cleaner Production, 107, 636–645.
Hong, Y., Hu, Y. and Burtch, G., 2015. How does social media affect contribution to public versus private goods in crowdfunding campaigns? Thirty Sixth International Conference on Information Systems (ICIS), Fort Worth, USA.
Hossain, M. and Oparaocha, G. O., 2017. Crowdfunding: motives, definitions, typology and ethical challenges. Entrepreneurship Research Journal, 7(2), 1-14.
Hui, J., Greenberg, M. D. and Gerber, E. M., 2014. Understanding the Role of Community in Crowdfunding Work. Proceedings of the 17th
Conference on Computer Supported Cooperative Work (CSCW) 62-74.
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