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Demand and supply sides of the crowdfunding ecosystem: The case of Kickstarter campaigns and potential Hungarian investors

Author

Listed:
  • Roland Zs. Szabó

    (Strategic and International Management Research Centre, Corvinus University of Budapest, Budapest, Hungary)

  • Réka Szász

    (Strategic and International Management Research Centre, Corvinus University of Budapest, Budapest, Hungary)

  • Borbála Szedmák

    (Strategic and International Management Research Centre, Corvinus University of Budapest, Budapest, Hungary)

Abstract

Crowdfunding is a disruptive innovation and has provoked interest as a new way of raising finance. The objective of our research was to analyse both the demand and supply sides of the crowdfunding ecosystem. The study used two methods. The first was a database analysis of 259,114 Kickstarter campaigns. The second was a survey on public awareness of crowdfunding in Hungary, from the perspective of 132 potential investors. The findings suggest several success factors that may be useful for campaign launchers: (1) appealing project presentation; (2) diverse pool of rewards; (3) realistic set of funding goals; (4) appropriate categories and sums of pledges; and (5) frequent communication and satisfactory information about the campaign. Furthermore, the study revealed the differences between the potential investors' expectations and the reality of crowdfunding practices.

Suggested Citation

  • Roland Zs. Szabó & Réka Szász & Borbála Szedmák, 2021. "Demand and supply sides of the crowdfunding ecosystem: The case of Kickstarter campaigns and potential Hungarian investors," Society and Economy, Akadémiai Kiadó, Hungary, vol. 43(2), pages 165-183, June.
    • Handle: RePEc:aka:soceco:v:43:y:2021:i:2:p:165-183
    DOI: 10.1556/204.2021.00008
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    More about this item

    Keywords

    crowdfunding; financing; investor expectations; funding goal; platform;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance

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