Title: A trust-based crowdfunding campaign marketing framework: theoretical underpinnings and big-data analytics practice
Authors: Prince Baah-Peprah; Rotem Shneor
Addresses: Department of Strategy and Management, School of Business and Law, University of Agder, Gimlemoen 19, 4630 Kristiansand, Norway ' Department of Strategy and Management, School of Business and Law, University of Agder, Gimlemoen 19, 4630 Kristiansand, Norway
Abstract: Crowdfunding research often understates the campaign marketing dynamics that are at play. In this paper, we develop a trust-based crowdfunding campaign marketing framework (TCMF). Since trust underlies online transactions our framework highlights four trust conditions (trust deficit, information trust deficit, relationship trust deficit, and trust surplus) fundraisers face when launching their campaigns, each requiring a different marketing strategy (minimalist, technician, influencer, and innovator) for enhancing trust between fundraisers and prospective funders. Moreover, we compare the TCMF with earlier theoretical frameworks, while highlighting its unique contributions. Finally, we suggest the application of big data analytics in practical use of the TCMF.
Keywords: crowdfunding; trust; marketing; content quality; social spread; big data; social media.
International Journal of Big Data Management, 2022 Vol.2 No.1, pp.1 - 24
Received: 23 May 2021
Accepted: 22 Jul 2021
Published online: 02 Dec 2021 *