Record: oai:ARNO:643594

AuteurD. Kimman
TitelMobilizing the social network in crowdfunding
BegeleiderB. Szatmari
FaculteitFaculteit Economie en Bedrijfskunde
OpleidingFEB MSc Business Administration
SamenvattingPurpose – The purpose of this paper is to provide insights in how entrepreneurs can mobilize their social network in order to increase their chances of success in crowdfunding.
Design / methodology / approach – This paper reflects on the current state of the literature about crowdfunding in relation to social network theory. Additionally, it collected quantitative data from the crowdfunding platform Kickstarter and social network sites Facebook and Twitter. Consequently, the data is analyzed to reflect on the literature and to offer new insights in how an entrepreneur can tap in and mobilize the social network around him.
Findings – The word-of-mouth on social networks sites is an important indicator for the success rate in crowdfunding. An entrepreneur can trigger this word-of-mouth, also social media diffusion, by mobilizing his social network to spread the word by means of updates. Having more Facebook friends plus creating and linking a Facebook page to the crowdfunding campaign positively affect the social media diffusion. The reputation within the crowdfunding community is also an important indicator for the success rate.
Research limitations / implications – As the sample size is limited (N=83 and N=146) the findings in this paper should be interpreted with caution and future research is needed to check the validity in larger data sets. Nonetheless provide interesting insights for entrepreneurs searching for funding on crowdfunding platforms.
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