Successful crowdfunding campaigns are multifaceted in nature and depend on marketing and organizationalfeatures. This study identifies the most appealing factors and analyzes the results through a multi-theory ap-proach as follows. First, contrary to altruism and warm-glow giving theories, crowdfunding to support socialimpact projects does not perform well. Second,fixed campaigns, small-sized projects, and prolonged campaignsare more likely to be funded, in line with goal-setting theory. Additionally, the resource-based view offirmsclarifies the importance of having large entrepreneurial teams. Further, narrative theories about persuasion andinformation processing provide insights into why detailed text descriptions are more persuasive than pitch vi-deos. Finally, this study relies on social identity and signaling theories to illustrate the impressive role of socialnetworks and discussion forums between fundraisers and backers for developing effective word-of-mouth. Thispaper also provides fundraisers with recommendations to building appealing campaign

Exploring the multi-sided nature of crowdfunding campaign success

CORRADO LAGAZIO;FRANCESCA QUERCI
2018

Abstract

Successful crowdfunding campaigns are multifaceted in nature and depend on marketing and organizationalfeatures. This study identifies the most appealing factors and analyzes the results through a multi-theory ap-proach as follows. First, contrary to altruism and warm-glow giving theories, crowdfunding to support socialimpact projects does not perform well. Second,fixed campaigns, small-sized projects, and prolonged campaignsare more likely to be funded, in line with goal-setting theory. Additionally, the resource-based view offirmsclarifies the importance of having large entrepreneurial teams. Further, narrative theories about persuasion andinformation processing provide insights into why detailed text descriptions are more persuasive than pitch vi-deos. Finally, this study relies on social identity and signaling theories to illustrate the impressive role of socialnetworks and discussion forums between fundraisers and backers for developing effective word-of-mouth. Thispaper also provides fundraisers with recommendations to building appealing campaign
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11567/915777
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