This research deals about the phenomenon of crowd-funding as an interesting way of interactive marketing where consumers are involved in co-creation value. Our research objective is to evaluate the impact of the type of rewards (financial vs. symbolic) on consumer level of investment. We propose an experimental design with a real case study in order to evaluate the impact of the type of rewards (financial vs. symbolic) towards the intention of investing in the project. The results indicate that the financial reward brings higher level of investment than the symbolic one. Moreover, in the case of a financial reward, attitude towards investment into the project is significantly higher than for symbolic reward. This research illustrates the key role playing by the value-marketing proposition in this particular context of collaborative investment where consumers as investors are more sensitive to a financial reward than a symbolic one.

• Sylvie JEAN(Edhec Business School)
• Omar GAIZI(Edhec Business School)