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

Author/s Veronica Giuliani, Nathalie Colasanti, Rocco Frondizi, Manuela Barreca
Publishing Year 2018 Issue 2018/2 Language English
Pages 22 P. 109-130 File size 497 KB
DOI 10.3280/MC2018-002006
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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.

Keywords: Civic crowdfunding, co-creation, co-production, public value, social marketing

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Veronica Giuliani, Nathalie Colasanti, Rocco Frondizi, Manuela Barreca, Civic crowdfunding, social marketing and the co-creation of public value in "MERCATI & COMPETITIVITÀ" 2/2018, pp 109-130, DOI: 10.3280/MC2018-002006