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Marketing in crowdfunding: an exploratory study of crowdfunding in the context of entrepreneurial marketing

Gagloeva, Agunda LU and Asankozhoeva, Rakhat LU (2014) BUSN39 20141
Department of Business Administration
Abstract
Thesis Purpose: The purpose of this thesis is to make a contribution to the existing literature on crowdfunding and elaborate on the different ways of marketing and promotion of crowdfunding projects for entrepreneurs. Hence, this thesis aims at revealing how entrepreneurial marketing can be applied to crowdfunding practices
Theoretical Perspective: This study founds on the limited theory on the concepts of crowdfunding and entrepreneurial marketing. The 4 E Model of Entrepreneurial Marketing served as an analytical framework to link these two fields and was used as a basis for the analysis of the empirical data.
Methodology:
The ontology of social constructionism and the epistemology of interpretivism were followed in this research.... (More)
Thesis Purpose: The purpose of this thesis is to make a contribution to the existing literature on crowdfunding and elaborate on the different ways of marketing and promotion of crowdfunding projects for entrepreneurs. Hence, this thesis aims at revealing how entrepreneurial marketing can be applied to crowdfunding practices
Theoretical Perspective: This study founds on the limited theory on the concepts of crowdfunding and entrepreneurial marketing. The 4 E Model of Entrepreneurial Marketing served as an analytical framework to link these two fields and was used as a basis for the analysis of the empirical data.
Methodology:
The ontology of social constructionism and the epistemology of interpretivism were followed in this research. Resulting thereof, qualitative research design was adopted. The abductive approach was applied to the analysis of the data collected through in-depth semi-structured interviews and virtual observation.
Analysis: The empirical data was analyzed by means of virtual observation of 20 successfully funded crowdfunding projects and subsequent interviews with 6 of the project creators
Conclusions:
This thesis exhibits how the 4 E Model of Entrepreneurial Marketing can be applied to the crowdfunding process and reveals the key factors influencing the successfulness of a crowdfunding project. Moreover, based on the empirical findings the concept of 4 Ps of Crowdfunding Marketing, which includes such determinants as Product, People, Presentation and Passion, was developed. (Less)
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author
Gagloeva, Agunda LU and Asankozhoeva, Rakhat LU
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Crowdfunding, entrepreneurial marketing, crowdfunding campaign, key factors, project creators, backers
language
English
id
4449235
date added to LUP
2014-06-26 10:31:11
date last changed
2014-06-26 10:31:11
@misc{4449235,
  abstract     = {{Thesis Purpose:	The purpose of this thesis is to make a contribution to the existing literature on crowdfunding and elaborate on the different ways of marketing and promotion of crowdfunding projects for entrepreneurs. Hence, this thesis aims at revealing how entrepreneurial marketing can be applied to crowdfunding practices
Theoretical Perspective:	This study founds on the limited theory on the concepts of crowdfunding and entrepreneurial marketing. The 4 E Model of Entrepreneurial Marketing served as an analytical framework to link these two fields and was used as a basis for the analysis of the empirical data.
Methodology:
	The ontology of social constructionism and the epistemology of interpretivism were followed in this research. Resulting thereof, qualitative research design was adopted. The abductive approach was applied to the analysis of the data collected through in-depth semi-structured interviews and virtual observation.
Analysis:	The empirical data was analyzed by means of virtual observation of 20 successfully funded crowdfunding projects and subsequent interviews with 6 of the project creators
Conclusions:
	This thesis exhibits how the 4 E Model of Entrepreneurial Marketing can be applied to the crowdfunding process and reveals the key factors influencing the successfulness of a crowdfunding project. Moreover, based on the empirical findings the concept of 4 Ps of Crowdfunding Marketing, which includes such determinants as Product, People, Presentation and Passion, was developed.}},
  author       = {{Gagloeva, Agunda and Asankozhoeva, Rakhat}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Marketing in crowdfunding: an exploratory study of crowdfunding in the context of entrepreneurial marketing}},
  year         = {{2014}},
}