Crowdfunding as a Strategy for the Convergence of Digital and Traditional Forms of Marketing
https://doi.org/10.31432/1994-2443-2023-18-4-71-80
Abstract
The purpose. To reveal the potential of using crowdfunding for marketing purposes. The paper considers the concept of crowdfunding, the history of its emergence, the formation of its modern model as a result of digitalization, describes the modern model of crowdfunding and identifies the benefits that startups get from using it as a marketing strategy. Result. It was revealed that the use of crowdfunding as a marketing strategy provides startups with a number of advantages due to the synergistic effect that achieved due to the convergence within crowdfunding of digital and traditional forms of marketing.
Keywords
crowdfunding,
startup,
crowdfunding platform,
founder,
backer,
investment,
digital marketing,
convergence
About the Author
V. S. Chernukhin
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Chernukhin Viktor Sergeevich - Bachelor
49 Leningradskiy Ave., Moscow
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Review
For citations:
Chernukhin V.S. Crowdfunding as a Strategy for the Convergence of Digital and Traditional Forms of Marketing. Information and Innovations. 2023;18(4):71-80. (In Russ.) https://doi.org/10.31432/1994-2443-2023-18-4-71-80
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