Ahsan, Mujtaba; Cornelis, Erlinde F.I.; Baker, Andrew - In: Journal of Research in Marketing and Entrepreneurship 20 (2018) 2, pp. 252-272
literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding … achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims … characteristics to expert and casual backers’ evaluation and behavior. Design/methodology/approach: This paper draws from literature …