Exploring the multi-sided nature of crowdfunding campaign success

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