| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 107 === Crowdfunding involves entrepreneurs that want to raise capital to start up their corporations by way of receiving finances from funders who are inclined to guide those entrepreneurs’ innovative and novel ideas. This thesis reports on empirical research concerning the relationship among crowdfunding for non-US campaigns and advertising strategies used for crowdfunding. Previous studies analyzed out the motivation of funders primarily based on donation theories taken into consideration funders as donors. However, this paper considers donors as customers and specializes in advertising strategies that can increase the chance of achieving the financing goal. In particular, the intention of this research is to discover elements related to advertising and marketing that may enhance the success rate of campaigns.
Accordingly, this research reports empirical results to give insight into crowdfunding and can contribute to the development of crowdfunding as a source of raising capital. Furthermore, this research discusses the limitations of marketing strategies currently used for crowdfunding and gives recommendations on launching a successful crowdfunding campaign in the future.
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