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Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success

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  • Tafesse, Wondwesen

Abstract

Online crowdfunding platforms allow creators to raise funds from a large crowd of distributed backers. In these platforms, creators’ campaign communication strategy plays a crucial role in persuading backers to support their projects. At the same time, creators may need to modify their campaign communication strategy depending on the product type they are raising funds for (i.e., tangible products or intangible services and experiences). However, research has not considered the possibility of product type moderating the effect of creators’ campaign communication strategy on campaign success. Drawing on theoretical insights from the advertising and services communication literature and employing a dataset of over 8000 reward-based crowdfunding campaigns from kickstarter.com, the current study tests the moderating effect of product type. A computational algorithm deciphered creators’ campaign communication strategy. The findings contribute to the literature by offering nuanced insights about the effects of creators’ campaign communication strategy on the success of tangible product and intangible service and experience campaigns.

Suggested Citation

  • Tafesse, Wondwesen, 2021. "Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success," Journal of Business Research, Elsevier, vol. 127(C), pages 252-263.
    • Handle: RePEc:eee:jbrese:v:127:y:2021:i:c:p:252-263
    DOI: 10.1016/j.jbusres.2021.01.043
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    References listed on IDEAS

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    Cited by:

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    2. Yasar, Burze & Sevilay Yılmaz, Işıl & Hatipoğlu, Nurullah & Salih, Aslıhan, 2022. "Stretching the success in reward-based crowdfunding," Journal of Business Research, Elsevier, vol. 152(C), pages 205-220.
    3. Veronica Crescenzo & Angelo Bonfanti & Paola Castellani & Alfonso Vargas-Sánchez, 2022. "Effective entrepreneurial narrative design in reward crowdfunding campaigns for social ventures," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 773-800, June.
    4. Nesij Huvaj, M. & Darmody, Aron & Smith, Robert S., 2023. "Psychological ownership and disownership in reward-based crowdfunding," Journal of Business Research, Elsevier, vol. 158(C).
    5. Wu, Wenqing & Huang, Xuan & Wu, Chia-Huei & Tsai, Sang-Bing, 2022. "Pricing strategy and performance investment decisions in competitive crowdfunding markets," Journal of Business Research, Elsevier, vol. 140(C), pages 491-497.
    6. Alexandra Mora-Cruz & Pedro R. Palos-Sanchez, 2023. "Crowdfunding platforms: a systematic literature review and a bibliometric analysis," International Entrepreneurship and Management Journal, Springer, vol. 19(3), pages 1257-1288, September.
    7. Swati Gupta & Sahil Raj & Sanjay Gupta & Ajay Sharma, 2023. "Prioritising crowdfunding benefits: a fuzzy-AHP approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(1), pages 379-403, February.
    8. Tajvarpour, Mohammad Hossein & Pujari, Devashish, 2022. "The influence of narrative description on the success of crowdfunding campaigns: The moderating role of quality signals," Journal of Business Research, Elsevier, vol. 149(C), pages 123-138.
    9. Jiao, Hao & Wang, Lindong & Yang, Jifeng, 2023. "Standing head and shoulders above others? Complementor experience-based design and crowdfunding success on digital platforms," Technovation, Elsevier, vol. 128(C).
    10. Lim, Weng Marc & Ahmed, Pervaiz Khalid & Ali, Md Yunus, 2022. "Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying," Journal of Business Research, Elsevier, vol. 146(C), pages 582-604.
    11. Sirine Zribi, 2022. "Effects of social influence on crowdfunding performance: implications of the covid-19 pandemic," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-8, December.

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