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EMAC 2020 Annual Conference

A Marketing Perspective on Crowdfunding as Promising Contemporary Digital Platform

Published: May 27, 2020


Paulin Tchoualak, Tshwane University of Technology; Therese Roux, Tshwane University of Technology; JOHAN W DE JAGER, TSHWANE UNIVERSITY OF TECHNOLOGY


Conceptualisation; Marketing opportunities and challenges; Digital marketing


Despite the increased popularity of crowdfunding in practice it has received very little attention in marketing theory. In this article we aim to provide a deeper understanding this promising contemporary digital marketing platform. The conceptualizing of crowdfunding from a marketing perspective are presented. Potential crowdfunding marketing opportunities and challenges are critically reviewed and illustrated by a number of practical cases. Some direction for future research is proposed. This conceptual paper is the first to offer a marketing perspective on crowdfunding.