Title: Application of the AIDA model of advertising in crowdfunding

Authors: Hasnan Baber

Addresses: Abu Dhabi School of Management, Abu Dhabi, United Arab Emirates

Abstract: The AIDA model is a well-known model for advertising products that starts with seeking attention from consumers until the action of purchasing it. The model has been tested in different contexts and for various product categories so far and has been successful in explaining the process of communicating the features of the product to the customer. The hierarchy effects of the advertisement state that customers go through the process from product unawareness to product purchase. In crowdfunding, project owners have to present the product to the customers in a similar way a marketer markets its product. Thus AIDA model of advertising has been applied to crowdfunded projects, and it is discussed how, at different phases of crowdfunding, the AIDA model can be useful for project owners to take backers from unawareness to finally contributing towards it. The discussion analyses various aspects of crowdfunding that can create attention, raise interest, generate desire, and ultimately lead to action, which is a contribution in the case of crowdfunding, keeping Kickstarter campaigns in perspective.

Keywords: crowdfunding; reward-based crowdfunding; AIDA model; advertising; Kickstarter.

DOI: 10.1504/IJTE.2022.127141

International Journal of Technoentrepreneurship, 2022 Vol.4 No.3, pp.167 - 179

Received: 06 Apr 2020
Accepted: 09 Mar 2021
Published online: 23 Nov 2022 *

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