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Den lojala crowdfunding-finansiären - en kvantitativ studie om crowdfunding och dess marknadsföringseffekter

Hedman, Agnes LU ; Åström, Alexander and Haeger, Lovisa (2014) FEKH29 20132
Department of Business Administration
Abstract (Swedish)
Uppsatsen "Den lojala crowdfunding-finansiären – en kvantitativ studie om crowdfunding och dess marknadsföringseffekter" är av teoritillämpande karaktär och syftet är att undersöka huruvida teorier om kundlojalitet och word of mouth kan tillämpas i ett crowdfunding-sammanhang, mer specifikt på crowdfunding-finansiärer. De teorier som främst ska undersökas är Villanuevas et al. tes om word of mouth-genererade kunder samt Narayandas BCR-studie. Utgångspunkten för uppsatsen har varit i kvantitativ forskningsstrategi. Uppsatsen utgår från teorier om lojalitet och word of mouth. Central i uppsatsen är Villanuevas et al. teori om huruvida den initiala kontakten med en organisation påverkar kundens spridning av word of mouth. Vidare går... (More)
Uppsatsen "Den lojala crowdfunding-finansiären – en kvantitativ studie om crowdfunding och dess marknadsföringseffekter" är av teoritillämpande karaktär och syftet är att undersöka huruvida teorier om kundlojalitet och word of mouth kan tillämpas i ett crowdfunding-sammanhang, mer specifikt på crowdfunding-finansiärer. De teorier som främst ska undersökas är Villanuevas et al. tes om word of mouth-genererade kunder samt Narayandas BCR-studie. Utgångspunkten för uppsatsen har varit i kvantitativ forskningsstrategi. Uppsatsen utgår från teorier om lojalitet och word of mouth. Central i uppsatsen är Villanuevas et al. teori om huruvida den initiala kontakten med en organisation påverkar kundens spridning av word of mouth. Vidare går teoriavsnittet igenom grundläggande teori om word of mouth och lojalitet samt Narayandas Benefits of Costumer Retention-stege (BCR-stege) som klassificerar kunder i olika nivåer av lojalitet. Vi fann att teorierna i sin helhet inte kunde appliceras i det komplicerade crowdfunding-sammanhanget. Vidare identifierade vi ett antal crowdfunding-exklusiva kanaler där den uppmätt höga vidarerekommendationer spreds. (Less)
Abstract
The purpose of the paper "The Loyal Funder - a quantitative study about crowdfunding and its marketing effects" is to examine whether theories on customer loyalty and word of mouth can be applied in a crowdfunding context, more specifically on funders. The theories that are examined are primarily are Villanueva et al.’s thesis on word of mouth generated customers and Narayandas’ BCR study. The starting point of the essay has been in quantitative research strategy characterized by a deductive approach. The essay is based on theories of loyalty and word of mouth. We found that the theories were not fully applicable in the crowdfunding context. Furthermore, word of mouth was proven to be of central importance in the crowdfunding context. The... (More)
The purpose of the paper "The Loyal Funder - a quantitative study about crowdfunding and its marketing effects" is to examine whether theories on customer loyalty and word of mouth can be applied in a crowdfunding context, more specifically on funders. The theories that are examined are primarily are Villanueva et al.’s thesis on word of mouth generated customers and Narayandas’ BCR study. The starting point of the essay has been in quantitative research strategy characterized by a deductive approach. The essay is based on theories of loyalty and word of mouth. We found that the theories were not fully applicable in the crowdfunding context. Furthermore, word of mouth was proven to be of central importance in the crowdfunding context. The word of mouth effects were spread through several, by us identified, crowdfunding specific channels. (Less)
Please use this url to cite or link to this publication:
author
Hedman, Agnes LU ; Åström, Alexander and Haeger, Lovisa
supervisor
organization
course
FEKH29 20132
year
type
M2 - Bachelor Degree
subject
keywords
Crowdfunding, lojalitet, word of mouth, finansiär, Benefits of Costumer Retention-stegen
language
Swedish
id
4317024
date added to LUP
2014-02-24 16:48:04
date last changed
2014-02-24 16:48:04
@misc{4317024,
  abstract     = {The purpose of the paper "The Loyal Funder - a quantitative study about crowdfunding and its marketing effects" is to examine whether theories on customer loyalty and word of mouth can be applied in a crowdfunding context, more specifically on funders. The theories that are examined are primarily are Villanueva et al.’s thesis on word of mouth generated customers and Narayandas’ BCR study. The starting point of the essay has been in quantitative research strategy characterized by a deductive approach. The essay is based on theories of loyalty and word of mouth. We found that the theories were not fully applicable in the crowdfunding context. Furthermore, word of mouth was proven to be of central importance in the crowdfunding context. The word of mouth effects were spread through several, by us identified, crowdfunding specific channels.},
  author       = {Hedman, Agnes and Åström, Alexander and Haeger, Lovisa},
  keyword      = {Crowdfunding,lojalitet,word of mouth,finansiär,Benefits of Costumer Retention-stegen},
  language     = {swe},
  note         = {Student Paper},
  title        = {Den lojala crowdfunding-finansiären - en kvantitativ studie om crowdfunding och dess marknadsföringseffekter},
  year         = {2014},
}