Proposed typology of different publics of Austrian crowdfunding platforms

摘要

Crowdfunding, as a social media, benefits from an audience of different types of publics which can be categorized according to relational proximity and degree of expertise. Different publics interact in the field of crowdfunding. From the perspective of strategic management, "direct expert" must be mobilized in the short term when "indirect expert" should continue to be mobilized in the long term. From a theoretical point of view, this new typology raises the question of the relevance of segmentation criteria.