THE MANAGEMENT OF REPUTATION AND ACTIVENESS OF CROWDFUNDING PLAYERS IN EMERGING MARKET COUNTRIES

摘要

This study aims to determine the role of backers' activeness, entrepreneur's activeness, and entrepreneur's reputation on the fundraising performance of crowdfunding projects conducted in developing countries between 2011 and February 2018. Using secondary and cross-section data from three crowdfunding platforms representing the BRICS countries, this research uses Partial Least Square (PLS) method to analyze the data and test the hypothesis. The results shows a remarkable results that all three variables give a positive and significant role in the fundraising performance. Firstly, backer's activeness, measured by comments of finding the information, has a positive effect on crowdfunding performance since the constructive comments are able to explain the real situation and give more confidence of investing to the potential backers. Secondly, Entrepreneur's activeness variable which provides updates and give replies to backer's comments can reduce the risk arising from asymmetric information. Finally, entrepreneur's reputation represented by the success status of previous project is able to demonstrate entrepreneur's credibility and increase backer's participation in a crowdfunding project. Therefore, the result of this research will bring important influence to the contribution of crowdfunding literatures in emerging market countries.