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- Paschen, Jeannette
(författare)
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Choose wisely : Crowdfunding through the stages of the startup life cycle
- 2017
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 60:2, s. 179-188
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Tidskriftsartikel (refereegranskat)abstract
- Crowdfunding is attractive to startups as an alternative funding source and offers nonmonetary resources through organizational learning. It encompasses the outsourcing of an organizational function, through IT, to a strategically defined network of actors (i.e., the crowd) in the form of an open call specifically, requesting monetary contributions toward a commercial or social business goal.. Nonetheless, many startups are hesitant to consider crowdfunding because little guidance exists on how the various types of crowdfunding add value in different life cycle stages and which type is best suited for which stage. In response to this gap, this article introduces a typology of crowdfunding, the benefits it offers, and how specific benefits relate to the identified crowdfunding types. On this basis, we present a framework for choosing the right crowdfunding type for each stage in the startup life cycle, in addition to providing practical advice on crowdfunding best practices. The best practices outlined have shown demonstrable contributions toward achieving funding goals and are likely to prove valuable for startups.
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| 2. |
- Paschen, Jeannette, et al.
(författare)
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The brand personalities of brand communities : an analysis of online communication
- 2017
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Ingår i: Online information review (Print). - : Emerald Group Publishing Limited. - 1468-4527 .- 1468-4535. ; 41:7, s. 1064-1075
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Tidskriftsartikel (refereegranskat)abstract
- PurposeOnline brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community.Design/methodology/approachThe paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt et al. (2007) dictionary source as the basis for the authors’ analysis.FindingsThe paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm’s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm’s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands.Originality/valueThis is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities
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