Effective message framing strategies for crowdfunding success: the moderating roles of creator experience and backer support

Moradi, Masoud; Dass, Mayukh; Zihagh, Fereshteh

doi:10.1080/0965254x.2022.2160481

Cited by 6 publications

(9 citation statements)

References 32 publications

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“…, 2019; Zhang and Chen, 2019; Zhang et al. , 2019), entrepreneur- (Butticè and Rovelli, 2020; Kim and Hall, 2020) and project-related characteristics and presentation design (Moradi and Dass, 2019; Robiady et al. , 2021; Rossolini et al.…”

Section: Discussionmentioning

confidence: 99%

“…Consumers also tend to perceive more risk in online settings (Wu and Chen, 2005). In a crowdfunding context, potential backers face risks in the form of project uncertainty according to the entrepreneur's competency, experience, credibility and interaction (Bagheri et al, 2019;Moradi and Dass, 2019). Perceived risk can also be exacerbated by a lack of consumer knowledge about the project (Moradi and Badrinarayanan, 2021).…”

Section: Perceived Riskmentioning

confidence: 99%

“…Third, crowdfunding ecosystems are complex, collective and collaborative networks in which resources are integral to project success. Scholars have examined backer- (Bagheri et al, 2019;Zhang and Chen, 2019;Zhang et al, 2019), entrepreneur-(Buttic e andRovelli, 2020;Kim and Hall, 2020) and project-related characteristics and presentation design (Moradi and Dass, 2019;Robiady et al, 2021;Rossolini et al, 2021) in successful crowdfunding projects. However, all such works adopted a homological perspective.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

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Backer funding intention in reward-based crowdfunding: service-dominant logic and stimulus-organism-response perspectives

Atmaja

et al. 2022

IJBM

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PurposeThe new age of entrepreneurs recognizes crowdfunding as an innovative and effective means of obtaining funding from backers. However, attracting backers is challenging and related scholarly knowledge lacking. Therefore, this study investigates the diverse factors influencing backer funding intention in reward-based crowdfunding.Design/methodology/approachThis study conducted an online survey of 401 registered backers from two reward-based crowdfunding platforms in Taiwan. Data were analyzed using covariance-based structural equation modeling.FindingsResults show that entrepreneur activeness has a negative effect on perceived risk but positively, while entrepreneur activeness and platform interactivity have a positive effect on backer engagement and backer value creation. Although it had no significant impact on backer engagement, project novelty positively influenced backer value creation. Perceived risk had no influence on either backer engagement or backer value creation. Backer engagement positively influenced backer value creation and backer funding intention, with the former having a positive impact on the latter.Originality/valueThis study provides a multi-perceptual lens by proposing an integration of diverse factors such as entrepreneurial- (entrepreneur activeness), project- (project novelty and perceived risk) and platform-related characteristics (platform interactivity) as antecedents to backer funding intention. By integrating a service-dominant logic perspective into the stimulus-organism-response model, this study highlights the essence of value creation by perceiving backers as value co-creators.

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Section: Discussionmentioning

confidence: 99%

Section: Perceived Riskmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

See 1 more Smart Citation

Backer funding intention in reward-based crowdfunding: service-dominant logic and stimulus-organism-response perspectives

Atmaja

et al. 2022

IJBM

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“…This is supported by a part of the crowdfunding literature (Defazio et al, 2021; Ryu et al, 2016; Wu, Zhang, & Xiao, 2022; Yi et al, 2022), but most of the studies support “negative framing”; both for donation‐based (Rhue & Robert, 2018) and reward‐based crowdfunding (Chen et al, 2016; Kim et al, 2016; Kuo et al, 2022; Moradi & Dass, 2019; Yazdani et al, 2021). Using an online experiment, Kuo et al (2022) found that negative messages lead to more donations than positive ones.…”

Section: Crowdfunding Features and Mechanisms Impacting Giving Behaviormentioning

confidence: 99%

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

Teunenbroek

Chiesa

Hesse

2023

Journal of Philanthropy and Marketing

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Which novelties do donation-and reward-based crowdfunding bring to philanthropy? Scholars interested in crowdfunding contributed to developing empirical explanations on which features impact online giving. However, the focus on theory building is limited. We developed a theoretical framework by categorizing the empirical findings reported in 198 studies, which resulted in four crowdfunding features impacting giving: (1) project creator, (2) social information,(3) rewards, and (4) project description. We explain why these features impact giving by integrating them with insights from several fields of social sciences, deriving ten giving mechanisms. We conclude that with impacting donations via crowdfunding, three giving themes exist: being affected by (1) the perceived project's quality, (2) social connections and/or (3) tangible rewards. The categorization of mechanisms for giving allows initiators to extract best practice examples for increasing the probability of successful crowdfunding projects considering the giving mechanisms.

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“…Thus, crowdfunding success depends heavily on designing campaigns that attract, inform and persuade potential backers to achieve funding goals within the allocated time frame. Prior research has identified various factors determining campaign success, including creator characteristics, such as creator gender, experience and social capital (Butticè et al , 2017; Moradi et al , 2022), project characteristics, such as type of offering, number of rewards, funding goal, comments and updates (Kuppuswamy and Bayus, 2018; Peng et al , 2021) and backer characteristics, such as expertise, affiliations, geographical primacy, among others (Agrawal et al , 2011; Herd et al , 2022). Although different theories have been used to study crowdfunding success (Shneor and Vik, 2020), one of the most used theoretical lenses is signaling theory (Courtney et al , 2017), which is reviewed next.…”

Section: Introductionmentioning

confidence: 99%

A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements

Zihagh,

Moradi,

Badrinarayanan

2023

JPBM

Self Cite

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Purpose Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings. Design/methodology/approach A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing interface was then used to analyze the linguistic aspects of these campaigns. A fixed effects regression model was used to evaluate the hypotheses. Findings Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success. Research limitations/implications This study makes novel theoretical contributions to the literature on branding, crowdfunding and aftermarket products. The results also provide practical insights to aftermarket enterprises on creating compelling crowdfunding campaigns. Originality/value By analyzing the direct and synergistic effects of branding, narrative and graphic design elements on crowdfunding success, this study extends various literature streams and identifies several future research opportunities.

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Effective message framing strategies for crowdfunding success: the moderating roles of creator experience and backer support

Cited by 6 publications

References 32 publications

Backer funding intention in reward-based crowdfunding: service-dominant logic and stimulus-organism-response perspectives

Backer funding intention in reward-based crowdfunding: service-dominant logic and stimulus-organism-response perspectives

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements

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