Crowdfunding for more than money? : A study on crowdfunding from a marketing viewpoint

Abstract: Research question: How can Crowdfunding be used as a marketing tool?Purpose: The purpose of this paper is to explore the anomalies and trends in crowdfunding in order to explain how crowdfunding can be used as a marketing tool.Method: This research is exploratory with an inductive research approach. Primary data was collected with qualitative techniques. Semi-structured interviews was used when interviewing the participants in order to withdraw data.Findings: The empirical data showed that crowdfunding can be used for marketing and creating a buzz or awareness. These findings lead us to create a proposed model for how crowdfunding most effectively can be used as marketing.