Shaari, Hasnizam and Md Salleh, Salniza and Siddiqui, Benazir Ahmed (2017) Brand community: The right crowd for crowdfunding. In: 4th Conference on Business Management, 29 - 30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia.

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Abstract

Recently crowdfunding has become popular among entrepreneurs, startups and non-profit organizations. Funders often seek to get something back either in form of equity or non-financial terms.Members of the same group show strong relationship for crowdfunding rather than individuals.Brand community including online communities has more response for open call crowdfunding.Brand community members are relatively enthusiastic in funding altruistic way that is often pursued by many firms. Besides brand community members make surveillance for project success and often volunteer in addition to funding.This study suggests brand communities as the right crowd for crowdfunding.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	eISBN 978-967-0910-76-5 Organized by: School of Business Management, Universiti Utara Malaysia.
Uncontrolled Keywords:	Crowdfunding, Crowdsourcing, Brand community, Online community, Funding
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business Management
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	02 Apr 2018 00:21
Last Modified:	08 Apr 2019 05:00
URI:	https://repo.uum.edu.my/id/eprint/23698

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