The effects of brand prominence and narrative features on crowdfunding success for entrepreneurial aftermarket enterprises

Moradi, Masoud; Badrinarayanan, Vishag

doi:10.1016/j.jbusres.2020.12.002

Cited by 50 publications

(31 citation statements)

References 64 publications

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“…Parhankangas and Renko (2017), based on the theory of linguistic expectation (Burgonn et al, 2002), demonstrated that an appropriate use of the linguistic style is able to improve the quality of communication and make the project description more understandable, thus increasing the chances of success. Also Moradi and Badrinarayanan (2021) highlighted that language style, in addition to brand prominence and narrative length, has an impact on crowdfunding success.…”

Section: Literature Reviewmentioning

confidence: 99%

The role of communication in restaurant crowdfunding success

Salvi

Petruzzella

Vitolla

2022

BFJ

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PurposeIn recent years, crowdfunding is assuming an increasingly central role in the development of business projects as an alternative financing tool to traditional sources. This study analyses the role of communication in the success of crowdfunding campaigns in the restaurant sector in the European context.Design/methodology/approachThis study conducts a regression analysis on a sample of 442 European restaurant crowdfunding projects launched on the Kickstarter platform in a time period spanning from 2014 to 2021. More specifically, this study uses a logistic regression model to test the impact of communication on the success of restaurant crowdfunding projects.FindingsEmpirical results suggest a strong impact of communication, declined in its different forms, on the success of restaurant crowdfunding campaigns. More specifically, they highlight a positive impact of the number of images, number of videos, readability and community orientation of the project description, number of comments and number of updates on the success of restaurant crowdfunding projects.Originality/valueTo the best of the authors’ knowledge, this study represents the first research that examines the effect of the communication on the success of restaurant crowdfunding projects conducted in the European context.

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Section: Literature Reviewmentioning

confidence: 99%

The role of communication in restaurant crowdfunding success

Salvi

Petruzzella

Vitolla

2022

BFJ

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“…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). Therefore, it is important to reduce information asymmetry between entrepreneurs and potential backers, thereby increasing transparency, project quality (Zhao et al, 2017) and the entrepreneur's credibility (Ahlers et al, 2015).…”

Section: Perceived Riskmentioning

confidence: 99%

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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“…Having that in mind, the finding of Chan et al (2021) that communication is a key determining factor of success in crowdfunding environments, is quite expected. Moradi and Badrinarayanan (2021) show the positive influence of brand prominence, language style, and narrative length on funding success. Gruda et al (2021) found that admiration was positively related to -while rivalry was negatively related to corporate fundraising success.…”

Section: Literature Reviewmentioning

confidence: 89%

Financing agri-food business in the Mediterranean area through crowdfunding: Do environmental issues matter?

2021

New Medit

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Global expectations are that crowdfunding will be able to unleash the great potential for contributing to sustainable development by providing financial resources for environmentally and socially oriented ven-tures. The purpose of this paper is to estimate which factors, including the orientation to sustainability, foster the likelihood of crowdfunding success in agri-food campaigns. Using a sample of crowdfunding campaigns launched in the Kickstarter platform, this paper employs a binary logistic regression model to investigate factors that motivate investment decisions. The results demonstrate that the campaigns that are rated as sustainable show a positive, statistically relevant relation to the success. In addition, improv-ing the quality and complexity of the project, together with the realistic setting of goal increase the odds of success. In the era of innovative finance, this paper contributes to the growing literature and initiatives to promote and develop crowdfunding in the agri-food industry.

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The effects of brand prominence and narrative features on crowdfunding success for entrepreneurial aftermarket enterprises

Cited by 50 publications

References 64 publications

The role of communication in restaurant crowdfunding success

The role of communication in restaurant crowdfunding success

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

Financing agri-food business in the Mediterranean area through crowdfunding: Do environmental issues matter?

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