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Il crowdfunding in ambito sanitario: l?impatto della comunicazione sul successo delle campagne

Author

Listed:
  • Candida Bussoli
  • Saida El-Assal
  • Nicola Raimo
  • Filippo Vitolla

Abstract

Il crowdfunding si sta affermando sempre più in ambito sanitario come strumento per sostenere i pazienti e le famiglie nella raccolta fondi per cure mediche e per finanziare l?innovazione nel settore medico. La rilevanza delfenomeno ha attirato l?interesse anche degli accademici, interessati principalmente a indagare i fattori in grado dideterminare il successo delle campagne di crowdfundingin ambito sanitario.Tuttavia, gli studi accademici si sono concentrati principalmente sulle campagne finalizzate ad agevolare l?accesso alle cure mediche, trascurando invece quelle relative all?innovazione sanitaria promosse dagli imprenditori del settore. Questo studio mira a colmarequesta importante lacuna della letteratura accademica indagando, attraverso la signaling theory, l?effetto delle caratteristiche della comunicazione sul successo delle campagne di crowdfunding in ambito sanitario. A tal fine, esso prevede un?analisi econometrica condotta su un campione di 544 campagne lanciate negli Stati Uniti sulla piattaforma Kickstarter tra il 2010 e il 2021. I risultati evidenziano che una maggiore presenza di video, aggiornamenti e commenti, una migliore leggibilità e un più forte orientamento alla comunità aumentano la probabilità di successo delle campagne di crowdfunding in ambitosanitario, mentre una lunghezza eccessiva del testo ha un impatto negativo.Questo studio estende la letteratura accademica e fornisce importanti implicazioni pratiche.

Suggested Citation

  • Candida Bussoli & Saida El-Assal & Nicola Raimo & Filippo Vitolla, 2024. "Il crowdfunding in ambito sanitario: l?impatto della comunicazione sul successo delle campagne," MECOSAN, FrancoAngeli Editore, vol. 2024(132), pages 55-71.
    • Handle: RePEc:fan:mesame:v:html10.3280/mesa2024-132oa20678
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    References listed on IDEAS

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