My words for your pizza: An analysis of persuasive narratives in online crowdfunding

Majumdar, Adrija; Bose, Indranil

doi:10.1016/j.im.2018.03.007

Cited by 107 publications

(85 citation statements)

References 54 publications

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“…The campaign pitch is a critical element of project campaigns because it is intended to convince potential project backers of the merit of the proposed idea for which funding is being sought. Therefore, many researchers have concentrated their efforts on identifying elements of a campaign pitch that are critical to funding success or ascertaining the importance of marketing the pitch to the success of campaigns (Anglin et al, 2018; Burtch et al, 2013; Chen et al, 2016; Davis et al, 2017; Gleasure et al, 2019; Gleasure & Feller, 2016a; Kim et al, 2017; Kunz et al, 2017; Majumdar & Bose, 2018; Manning & Bejarano, 2017; Mollick, 2014; Xiao et al, 2014; Yuan et al, 2016; Zhou et al, 2015). Other studies have examined elements of the product for which funding is being requested such as backers' perceptions of its innovativeness or quality, or alternatively, backers' perceptions of the creators pitching the project such as their ability or prior experience (Allison et al, 2017; Kim et al, 2017; Liang et al, 2019; Lukkarinen et al, 2016; Wang & Yang, 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Love cannot buy you money: Resource exchange on reward‐based crowdfunding platforms

James

Shen

Townsend

et al. 2021

Information Systems Journal

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Reward‐based crowdfunding platforms – in which campaigns exchange rewards for financial backing to develop a product or service – are one of the fastest‐growing segments of the crowdfunding industry. We use an extension of social exchange theory (SET) called the resource theory of social exchange (RTSE) to examine resource exchanges through rewards on Kickstarter. A resource exchange occurs when a project backer and project creator exchange money (ie, financial backing) for a reward (eg, a thank you or a t‐shirt). A project creator can develop a reward portfolio that contains various types of resources, which in the RTSE are categorised as love, status, information, money, goods and services. Our study provides a comprehensive examination of resource exchange on a major reward‐based crowd funding platform, answering the call to investigate the effects of a key element of such platforms – rewards. We find that the types of resources project creators include in the reward portfolios they offer should be carefully considered. Specifically, our results indicate it is more beneficial to offer rewards that contain universal and concrete resources (eg, goods, services) than resources that are particularistic and symbolic (eg, love, status). However, the positive effect of offering universal and concrete resources as rewards is diminished as the fundraising goal is increased, which suggests that the optimal design of the reward portfolio is contingent on other characteristics of the campaign. Moreover, our findings reveal that while it is advantageous to offer more rewards, it is disadvantageous to offer too many different types of resources across those rewards. Overall, our study adds depth to the understanding of resource exchange in reward‐based crowdfunding and provides practical insight into how to design reward portfolios.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Love cannot buy you money: Resource exchange on reward‐based crowdfunding platforms

James

Shen

Townsend

et al. 2021

Information Systems Journal

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“…Using female-reference words means that either the writer is female or the writer refers to other members who are female. 52 This finding suggests that SMW in OHCs connected to others via their shared female gender identity. Surprisingly, sexual identity came up rarely in the OHCs.…”

Section: Discussionmentioning

confidence: 97%

Online health community experiences of sexual minority women with cancer

Lee

Kamen

Margolies

et al. 2019

Journal of the American Medical Informatics Association

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Objective The study sought to explore online health communities (OHCs) for sexual minority women (SMW) with cancer by conducting computational text analysis on posts. Materials and Methods Eight moderated OHCs were hosted by the National LGBT Cancer Network from 2013 to 2015. Forty-six SMW wrote a total of 885 posts across the OHCs, which were analyzed using Linguistic Inquiry and Word Count and latent Dirichlet allocation. Pearson correlation was calculated between Linguistic Inquiry and Word Count word categories and participant engagement in the OHCs. Latent Dirichlet allocation was used to derive main topics. Results Participants (average age 46 years; 89% white/non-Hispanic) who used more sadness, female-reference, drives, and religion-related words were more likely to post in the OHCs. Ten topics emerged: coping, holidays and vacation, cancer diagnosis and treatment, structure of day-to-day life, self-care, loved ones, physical recovery, support systems, body image, and symptom management. Coping was the most common topic; symptom management was the least common topic. Discussion Highly engaged SMW in the OHCs connected to others via their shared female gender identity. Topics discussed in these OHCs were similar to OHCs for heterosexual women, and sexual identity was not a dominant topic. The presence of OHC moderators may have driven participation. Formal comparison between sexual minority and heterosexual women’s OHCs are needed. Conclusions Our findings contribute to a better understanding of the experiences of SMW cancer survivors and can inform the development of tailored OHC-based interventions for SMW who are survivors of cancer.

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“…Gleasure & Feller (2016) added that campaign imagery of social projects in crowdfunding produces higher amount of donation. Therefore, the presence of image has become one of the factors of donation intention (Majumdar & Bose, 2018). Jingle is an audio stimulus for mood that persuade people to feel certain messages.…”

Section: Introductionmentioning

confidence: 99%

The role of emotional marketing and UTAUT on donation intention through social media

Kurniawati

Rosita²,

Anggraeni³

2021

IJRBS

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Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing.

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My words for your pizza: An analysis of persuasive narratives in online crowdfunding

Cited by 107 publications

References 54 publications

Love cannot buy you money: Resource exchange on reward‐based crowdfunding platforms

Love cannot buy you money: Resource exchange on reward‐based crowdfunding platforms

Online health community experiences of sexual minority women with cancer

The role of emotional marketing and UTAUT on donation intention through social media

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