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Communication and the role of third-party endorsement in social crowdfunding

Author

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  • Veronica De Crescenzo
  • Abel Monfort
  • Jose Augusto Felício
  • Samuel Ribeiro-Navarrete

Abstract

Many studies have underlined the role of updates, pictures, videos, and narrative sections in reducing information asymmetry and producing positive signaling effects for crowdfunding projects. However, research on the role of external entities that partially co-finance projects and thus mitigate information asymmetry problems is almost non-existent. Based on fuzzy-set qualitative comparative analysis (fsQCA), this study focuses on two groups of factors capable of mitigating asymmetric information problems: content communication (measured by words, videos, pictures, and updates) and endorsement from third-party. The study sample consists of 114 successful social crowdfunding projects posted on Eppela, an Italian crowdfunding platform launched in 2011. The study provides new evidence of the role of third-party investors. In social crowdfunding, the relevance of content communication seems to vary depending on the presence or absence of a third-party investor. The study also highlights the role of a broad content communication approach in fundraising in the social crowdfunding market.

Suggested Citation

  • Veronica De Crescenzo & Abel Monfort & Jose Augusto Felício & Samuel Ribeiro-Navarrete, 2022. "Communication and the role of third-party endorsement in social crowdfunding," The Service Industries Journal, Taylor & Francis Journals, vol. 42(9-10), pages 770-797, July.
    • Handle: RePEc:taf:servic:v:42:y:2022:i:9-10:p:770-797
    DOI: 10.1080/02642069.2021.1963437
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    Cited by:

    1. Skare, Marinko & Gavurova, Beata & Polishchuk, Volodymyr, 2023. "A decision-making support model for financing start-up projects by venture capital funds on a crowdfunding platform," Journal of Business Research, Elsevier, vol. 158(C).
    2. Al-Omoush, Khaled Saleh & de Lucas, Antonio & del Val, Maria Teresa, 2023. "The role of e-supply chain collaboration in collaborative innovation and value-co creation," Journal of Business Research, Elsevier, vol. 158(C).
    3. Qu, Yan & Mardani, Abbas, 2023. "Market orientation, technological opportunity, and new product innovation performance," Journal of Business Research, Elsevier, vol. 162(C).
    4. Godsway Korku Tetteh, 2023. "Local digital lending development and the incidence of deprivation in Kenya," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-26, December.
    5. Cai, Han & Mardani, Abbas, 2023. "Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance," Journal of Business Research, Elsevier, vol. 161(C).
    6. Al-Omoush, Khaled Saleh & Garrido, Rubén & Cañero, Julio, 2023. "The impact of government use of social media and social media contradictions on trust in government and citizens’ attitudes in times of crisis," Journal of Business Research, Elsevier, vol. 159(C).

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