We identify the features which attract backers of crowdfunding campaigns, analysing 1,675 projects which were launched by Italian promoters. The crowdfunding category, the campaigns’ clauses, the duration, the sector targeted by the projects and the language of the project presentation, make crowdfunding compelling. More, the campaigns’ probability of success is positively influenced by the level of details provided to the potential backers and the number of proposing teammates. The ability of fundraisers to captivate people through the web plays an impressive role. Presenting projects through videos reveals surprisingly unattractive, as well as campaigning for big-sized projects.
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