Exploring Entrepreneurs Perception of Trust- and Legitimacy-building Towards Funders in Reward-based Crowdfunding from an entrepreneurial marketing perspective
In recent years, crowdfunding has emerged as an alternative for entrepreneurs when raising external capital for their ventures. Funders within the crowdfunding context often face information asymmetry issues since it is difficult for them to measure the venture credibility based on the information and financial history presented during a crowdfunding campaign. Therefore, it becomes important for t