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How Pro-social Framing Affects the Success of Crowdfunding Projects: The Role of Emphasis and Information Crowdedness

Author

Listed:
  • Daniela Defazio

    (University of Bath)

  • Chiara Franzoni

    (Politecnico di Milano)

  • Cristina Rossi-Lamastra

    (Politecnico di Milano)

Abstract

Crowdfunding is regarded a financing mechanism that could improve the funding opportunities of businesses with a pro-social orientation. Indeed, it is assumed that on digital platforms, citizens are inclined to provide more support to projects with a social benefit than to those without such an orientation, with significant ethical implications for the common good. Yet, extant empirical evidence regarding such a claim is still inconclusive. To advance this discussion, the present paper analyzes the conditions that influence crowd support for projects displaying a pro-social orientation on a reward-based crowdfunding platform. To build our hypotheses, we adopt the lens of framing theory, and we relate it to the digital context. Beginning from the premise that, on crowdfunding platforms, information about projects has a hierarchical structure, we argue that a project’s success crucially depends on how much its proponent emphasizes the pro-social cues within this structure. Moreover, we propose that because pro-social cues demarcate a project over others, the effectiveness of pro-social framing is enhanced when the number of projects on the platform, i.e., its crowdedness, increases. Logit estimates on 8631 Kickstarter projects indicate that pro-social framing is positively associated with success as we expected, yet only when it is moderately emphasized. Further, we find that crowdedness on the platform positively moderates the effect of pro-social orientation on success.

Suggested Citation

  • Daniela Defazio & Chiara Franzoni & Cristina Rossi-Lamastra, 2021. "How Pro-social Framing Affects the Success of Crowdfunding Projects: The Role of Emphasis and Information Crowdedness," Journal of Business Ethics, Springer, vol. 171(2), pages 357-378, June.
    • Handle: RePEc:kap:jbuset:v:171:y:2021:i:2:d:10.1007_s10551-020-04428-1
    DOI: 10.1007/s10551-020-04428-1
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    Cited by:

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    2. Kuo, Ying-Feng & Lin, Cathy S. & Liu, Li-Te, 2022. "The effects of framing messages and cause-related marketing on backing intentions in reward-based crowdfunding," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. 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.
    4. Zahid Yousaf & Obaddah Shakaki & Nicoleta Isac & Alina Cretu & Andrei Hrebenciuc, 2022. "Towards Crowdfunding Performance through Crowdfunding Digital Platforms: Investigation of Social Capital and Innovation Performance in Emerging Economies," Sustainability, MDPI, vol. 14(15), pages 1-12, August.
    5. Felipe, Israel José dos Santos & Mendes-Da-Silva, Wesley & Leal, Cristiana Cerqueira & Braun Santos, Danilo, 2022. "Reward crowdfunding campaigns: Time-to-success analysis," Journal of Business Research, Elsevier, vol. 138(C), pages 214-228.
    6. M. Tina Dacin & Jeffrey S. Harrison & David Hess & Sheila Killian & Julia Roloff, 2022. "Business Versus Ethics? Thoughts on the Future of Business Ethics," Journal of Business Ethics, Springer, vol. 180(3), pages 863-877, October.
    7. Yoo, Jenny Jeongeun & Song, Sangyoung & Jhang, Jihoon, 2022. "Overhead aversion and facial expressions in crowdfunding," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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