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Civic crowdfunding, social marketing and the co-creation of public value

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  • Veronica Giuliani
  • Nathalie Colasanti
  • Rocco Frondizi
  • Manuela Barreca

Abstract

The issue of illegitimately appropriated pieces of art is very relevant for Italy, whose artistic patrimony is one of the largest in the world. This paper presents a project for improving the protection and retrieval of stolen art, based on the employment of a co-production perspective, engaging different actors and sectors in the process, and on the use of civic crowdfunding as a co-financing and social marketing tool. Thus, citizens take an active role in the co-creation of public value, as highlighted by Esposito et al. (2015), who find a strong link between social interaction, the aforementioned co-creation of public value, and the success of civic crowdfunding projects. Civic crowdfunding can be employed as a new financial tool for the enhancement of social inclusion and civic participation and engagement, with the perspective of fostering cooperation and collaboration between all sectors of society.

Suggested Citation

  • Veronica Giuliani & Nathalie Colasanti & Rocco Frondizi & Manuela Barreca, 2018. "Civic crowdfunding, social marketing and the co-creation of public value," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(2), pages 109-130.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2018-002006
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    References listed on IDEAS

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    1. Stefano Zamagni, 2015. "L?evoluzione dell?idea di welfare: verso il welfare civile," QUADERNI DI ECONOMIA DEL LAVORO, FrancoAngeli Editore, vol. 2015(103), pages 337-360.
    2. Hemer, Joachim, 2011. "A snapshot on crowdfunding," Working Papers "Firms and Region" R2/2011, Fraunhofer Institute for Systems and Innovation Research (ISI).
    3. Mollick, Ethan, 2014. "The dynamics of crowdfunding: An exploratory study," Journal of Business Venturing, Elsevier, vol. 29(1), pages 1-16.
    4. W. H. Voorberg & V. J. J. M. Bekkers & L. G. Tummers, 2015. "A Systematic Review of Co-Creation and Co-Production: Embarking on the social innovation journey," Public Management Review, Taylor & Francis Journals, vol. 17(9), pages 1333-1357, October.
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    Cited by:

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