A trust-based crowdfunding campaign marketing framework: theoretical underpinnings and big-data analytics practice

Crowdfunding research often understates the campaign marketing dynamics that are at play. In this paper, we develop a trust-based crowdfunding framework (TCMF). Since trust underlies online transactions our highlights four conditions (trust deficit, information relationship and surplus) fundraisers face when launching their campaigns, each requiring different strategy (minimalist, technician, influencer, innovator) for enhancing between prospective funders. Moreover, compare TCMF with earlier theoretical frameworks, while highlighting its unique contributions. Finally, suggest application of big data analytics in practical use TCMF.