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Customer engagement in online social crowdfunding : the influence of storytelling technique on donation performance

Nurlita Devian Robiady, Nila Armelia Windasari, Arfenia Nita
Year of publication:
2021
Authors: Robiady, Nurlita Devian ; Windasari, Nila Armelia ; Nita, Arfenia
Published in:
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 2, p. 492-500
Subject: Crowdfunding | Customer engagement | Online crowdfunding | Storytelling | Transformative service research | Social Web | Social web | Narrative Methode | Narrative method | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Kundenintegration | Customer integration | Fundraising | Digitale Plattform | Digital platform
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