Michaelis, Anne; Joenssen, Dieter William; Müllerleile, Thomas; Pezoldt, Kerstin:
Catching the crowd - applying insights from new product preannouncement for successful crowdfunding campaigns
In: Engaging customers : AMA Winter Marketing Educators' Conference 2014 ; Orlando, Florida, USA, 21 - 23 February 2014 / Hunter, Gary K.; Steenburgh, Thomas J. (Eds.). - AMA Winter Marketing Educators' Conference (Orlando, Fla., 21.-23.02.2014) - Chicago, Ill.: American Marketing Assoc., 2014, pp. 21 - 22
2014Conference paper in Conference proceedings
Technische Universität Ilmenau (1992-) » Department of Economic Sciences and Media (2014-) » Institute for Business Administration (2002-) » Fachgebiet Allgemeine Betriebswirtschaftslehre, insbesondere Marketing (2005-)Technische Universität Ilmenau (1992-) » Department of Economic Sciences and Media (2014-) » Institute for Business Information Systems Engineering (1992-) » Fachgebiet für Quantitative Methoden der Wirtschaftswissenschaften (2004-)Technische Universität Ilmenau (1992-) » Department of Economic Sciences and Media (2014-) » Institute for Business Information Systems Engineering (1992-) » Fachgebiet Wirtschaftsinformatik für Dienstleistungen (2005-)
Related: 1 publication(s)
Title:
Catching the crowd - applying insights from new product preannouncement for successful crowdfunding campaigns
Author:
Michaelis, AnneTU
GND
1093855185
Other
connected with university
;Joenssen, Dieter WilliamTU
GND
142825344
ORCID
0000-0002-3657-0625ORCID iD
Other
connected with university
;Müllerleile, ThomasTU
GND
1189068397
SCOPUS
56285228400
Other
connected with university
;Pezoldt, KerstinTU
GND
129959561
ORCID
0000-0002-9301-1459ORCID iD
SCOPUS
24473323700
Other
connected with university
Year of publication:
2014
PPN:
79314065X
Language of text:
English
Appears in
Engaging customers : AMA Winter Marketing Educators' Conference 2014 ; Orlando, Florida, USA, 21 - 23 February 2014
Conference
AMA Winter Marketing Educators' Conference (Orlando, Fla., 21.-23.02.2014)
Editor:
Hunter, Gary K.
GND
1299394493
ORCID
0000-0002-9802-075XORCID iD
;Steenburgh, Thomas J.
GND
138363609
ORCID
0000-0002-5603-9540ORCID iD
Issuing body:
American Marketing Association
GND
1002163-2
Place of publication:
Chicago, Ill.
Publisher:
American Marketing Assoc.
Year of publication:
2014
in:
pp. 21 - 22
ISBN
978-1-63266-588-1
PPN:
793138728
Language of text:
English
Media:
print / non-technical media
Type of resource:
Text
Part of statistic:
No
Media:
print / non-technical media
Type of resource:
Text
Peer Reviewed:
Yes
Part of statistic:
Yes
DESTATIS Subject Classification:
2935 Wirtschaftsinformatik (für Wirtschaftswissenschaften)
DESTATIS Subject Classification:
2936 Wirtschaftsmathematik
DESTATIS Subject Classification:
2960 Betriebswirtschaftslehre

Abstract in English:

Crowdfunding is a process where organizations or individuals seek to secure project funding by soliciting pledges from potential donors, usually via an internet platform. Crowdfunding is employed in many different categories, ranging from technology to arts. As a reward the pledgees receive, upon project success, a compensation respectively to their amount pledged, i.e., the product. This paper investigates the impact of theoretical constructs derived from product preannouncement literature on the success of crowdfunding campaigns by conducting a logistic regression. For empirical analysis, technology as a category was selected, yielding a subsample size of 1,042 out of 45,400 collected observations.