What really makes a promotional campaign succeed on a crowdfunding platform? guilt, utilitarian products, emotional messaging, and fewer but meaningful rewards drive donations

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Bibliographische Detailangaben
Veröffentlicht in:Journal of advertising research
1. Verfasser: Chen, Steven (VerfasserIn)
Weitere Verfasser: Thomas, Sunil (VerfasserIn), Kohli, Chiranjeev (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: March 2016
Schlagworte:
Crowdfunding > Digitale Plattform > Online-Marketing > Werbewirkung > Kreativsektor > Aufsatz in Zeitschrift
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