Analyzing Promotion Strategies in a Crowdfunding Market through Agent-based Simulation

Abstract

In recent years, the crowdfunding market is expanding in Japan. Not only the purpose of financing, the number of projects aimed at the use of as test marketing and promotional activities has been increasing. In this study, we propose a hypothesis that voluntary participation behavior improves brand loyalty of a company. In the crowdfunding market, consumers invest in a favorite project and they spread the project through SNS subsequently. We design a model of the crowdfunding market using an agent-based approach and intend to clarify roles of the consumer behavior in forming the brand community through crowdfunding. In this paper, as a design stage, we describe the modeling concept of the crowdfunding market.