Jancsó Dorottya – Bavlsík Richard (2023): Közösségi finanszírozás mint vevői részvétel: Pénzügyi megoldás vagy marketing eszköz a társadalmi startupok számára? In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 158–158.

Authors

• Dorottya, Jancsó. Budapesti Corvinus Egyetem.
• Richard, Bavlsík. Budapesti Corvinus Egyetem.

Abstract

Crowdfunding as Customer Participation: Financial solution or Marketing Tool for Social Startups?

This empirical study examines the practice and attitudes of Hungarian impact startups with regard to customer participation, with a focus on crowdfunding, using qualitative research methodology. The study conducted interviews with three Hungarian impact startups and two domestic crowdfunding platform experts. Both the literature review and the empirical results highlight the importance of channeling customer needs and contributions into the value creation of startups, which can even be a critical criterion for business success. The results are twofold. On the one hand, it is revealed from the statements of the interviewed businesses and experts that crowdfunding is not just a financing tool, but often has a much more significant role as a marketing communication and market information source. In addition, our results include the discovery of the dual involvement practice of Hungarian impact startups: they simultaneously involve their customers in their business activities and represent a good cause.

customer participation impact startup crowdfunding

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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