Autori
Colasanti, Nathalie
Frondizi, Rocco
Giuliani, Veronica
Barreca, Manuela

Titolo
Civic crowdfunding, social marketing and the co-creation of public value
Periodico
Mercati e competitività
Anno: 2018 - Fascicolo: 2 - Pagina iniziale: 109 - Pagina finale: 130

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.



SICI: 1826-7386(2018)2<109:CCSMAT>2.0.ZU;2-R
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61809&Tipo=Articolo PDF

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