INTELLIGENT STRATEGIES AND OUTCOMES OF CROWDFUNDING CAMPAIGNS – A SYSTEMATIC LITERATURE REVIEW

Abstract This systematic literature review examines research on crowdfunding campaigns from 2006 to 2023, aiming to consolidate insights into factors that shape crowdfunding success. Crowdfunding efforts are often driven by practitioner experience rather than strategic planning, leading to varied outcomes. This study offers practical recommendations to help campaign organizers develop more structured approaches. The review primarily assesses quantitative studies, with a few qualitative, survey-based approaches that lack in-depth exploration of critical aspects, such as specific crowdfunding models and best practices. By synthesizing findings across these studies, the review identifies substantial knowledge gaps in our current understanding of what drives crowdfunding success, indicating potential areas for future inquiry. Furthermore, it points out methodological limitations prevalent in crowdfunding research, advocating for diversified methodologies and improved rigor. Ultimately, this study underscores the need for continued, more comprehensive research to support practitioners in creating impactful and strategically sound crowdfunding campaigns.