The value of leading customers in a crowdfunding-based marketing pattern

Crowdfunding is gradually becoming a modern marketing pattern. By noting that the success of crowdfunding depends on network externalities, our research aims to utilize these network externalities to provide an applicable referral mechanism in a crowdfunding-based marketing pattern. In the context of network externalities, measuring the value of leading customers is chosen as the key to coping with the research problem, as the leading customers are considered to be critical in forming a referral network. Accordingly, two sequential-move game models (i.e., the basic model and the extended model) were established to measure the value of leading customers, and a matrix transformation process was adopted to solve the model by transforming a complicated multisequence game into a simple simultaneous-move game. Based on the defined value of leading customers, a network-based referral mechanism was proposed that explores exactly how many awards should be allocated along the customer sequence to encourage the leading customers to provide a successful recommendation, and this demonstrates two general rules of awarding the referrals in our model setting. Moreover, the proposed solution approach helps to deepen the understanding of the effect of the leading position, which is meaningful for designing a greater number of referral approaches.