ABSTRACT
The purpose of this chapter is to provide a comprehensive description of crowdfunding and to organise the current knowledge on participant behaviour and marketing management decisions made by campaign initiators. This chapter answers questions such as what is crowdfunding and how does it differ from crowdsourcing? How has crowdfunding evolved and what are the various crowdfunding models and the criteria for their selection by initiators? Additionally, the chapter explores the motivations and decision-making criteria of campaign participants, the different segments of crowdfunding participants, the components of the campaign product, the pricing and distribution strategies, and the most effective marketing communication strategies for achieving campaign objectives. By reviewing existing research, this chapter aims to provide a concise summary of marketing decisions in the area of crowdfunding, making it useful for initiators of campaigns beyond the realm of sports-related activities.
