From Mecenatism to crowdfunding: engagement and identification in cultural-creative projects

ABSTRACT

The aim of the research is to analyse the behaviours of potential micro-investors and their willingness to participate in crowdfunding campaigns to sustain cultural and creative projects. The author proposes a quantitative approach, through a first exploratory survey and second an experimental design. This experiment designed alternative crowdfunding schemes and posted them online to solicit behaviours by the potential crowdfunders. The vast majority of respondents would contribute to projects with minimum amounts of crowdfunding, whatever the economic model adopted, or even not bring any financial contribution. This methodology puts in evidence that content variables and context variables are important. The results show that crowdfunding is a viable model to overcome the public expenditure liabilities related to the valorization of cultural heritage, given that specific conditions are satisfied. First, risk perceptions must be mitigated with full disclosure of information. Second, two clusters of potential crowdfunders can be engaged using different approaches.

KEYWORDS:

• Crowdfunding
• cultural heritage
• creative industries
• engagement
• micro-lending

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Correction to: From Mecenatism to crowdfunding: engagement and identification in cultural-creative projects

Disclosure statement

No potential conflict of interest was reported by the author.

Notes on contributor

Lucia Marchegiani is Assistant Professor of Business Organization and Human Resources Management at Roma Tre University, where she teaches Knowledge Management and Human Resources Management. She holds a PhD in Organization and Information Systems. Her research interests cover topics such as Technology and Organizations, Experimental Organizational Behaviour, Knowledge Management and Social Media, Creative and Cultural Industries, Crowdsourcing and Boundaries of Firms.

As Project manager of several research projects, she has developed leadership skills and project management capabilities. As a happy mom of four kids, she has developed a multitasking approach and an attitude for care, mediation, and negotiation.

ORCID

Lucia Marchegiani http://orcid.org/0000-0001-6781-6432

Notes

1. http://www.louvre.fr/en/acquisition-three-graces-lucas-cranach