University of Twente Student Theses

Persuasion in sustainable entrepreneurship: The role of electronic word-of-mouth and the elaboration likelihood of signals in reward-based crowdfunding for sustainable technology products.

Winter, F. (2022) Persuasion in sustainable entrepreneurship: The role of electronic word-of-mouth and the elaboration likelihood of signals in reward-based crowdfunding for sustainable technology products.

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Abstract:	In an era of digitalization, electronic word-of-mouth (eWOM) and crowdfunding share similarities in the way they disrupt existing paradigms. Alike eWOM, crowdfunding resolves conventional limitations and incorporates social information in its process of empowering consumers. Both phenomena advance the democratization of entrepreneurship with the ability to co-create innovative endeavors and, in the case of crowdfunding, even commercialize them without traditional financial intermediaries. The similarity of reward-based crowdfunding to the scenario of online purchasing constitutes a central aspect in their interconnection. Electronic word-of-mouth may serve as an instrument for consumers to overcome information asymmetries and limited expertise in their purchase decision-making. It is particularly critical in the context of sustainability since respective attributes are more difficult to measure and verify. This study empirically confirms eWOM’s relevance in sustainable entrepreneurship by sampling technology products from Kickstarter and analyzing them through the lens of the Elaboration Likelihood Model and the theory of signaling – thereby contributing to an emerging stream of literature and leading academic discourse.
Item Type:	Essay (Master)
Faculty:	BMS: Behavioural, Management and Social Sciences
Programme:	Business Administration MSc (60644)
Link to this item:	https://purl.utwente.nl/essays/89378
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