Identifying and prioritizing factors affecting the marketing of crowdfunding in Iran's capital market

In the past years, due to the reduction of bank credits and the limitations of access to international resources, companies have faced the challenge of financing. Collective financing is a new financial tool that can meet the financing needs of capital applicants and investors. If companies want to develop and promote this financial tool to attract investors' capital, they need to know the effective factors on crowdfunding marketing. Therefore, in this research, we will identify and prioritize the factors affecting crowdfunding marketing in Iran's capital market. The research method is a combination of qualitative-quantitative sequence. First, with the method of theme analysis and the use of library studies and interviews with 12 experts in the field of crowdfunding, 52 basic themes under 10 organizing themes were identified and classified into three overarching themes: contextual, causal, and intervening. Then, according to the results of the questionnaire and with TOPSIS software, the impact of themes on crowdfunding marketing was obtained. In order, the importance of the basic themes according to the overarching theme: investment culture and infrastructures; According to the comprehensive causal theme: efficiency, liquidity, time, trust, and transparency of the applicant and promotion; And according to the overarching theme of the intervener: the product (the subject of the project), the guarantee and the feature of the platform.