Based on 26,883 investment decisions, we examine the inŕuence of social media marketing on crowd participation in equity crowdfunding. We distinguish between different types of informative and persuasive posts on Facebook and Twitter. Informative posts provide investors with information about...

Based on 26,883 investment decisions, we examine the influence of social media marketing on crowd participation in equity crowdfunding. We distinguish between different types of informative and persuasive posts on Facebook and Twitter. Informative posts provide investors with information about...

Consumer attitudes, digital communication, social media advertising, online touchpoints, mobile advertising. - this cumulative dissertation consists of three research paper. They all aim to give a detailed overview and analysis of the effectiveness of different forms of digital advertising,...