IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0308717.html
   My bibliography  Save this article

Fundraiser engagement, third-party endorsement and crowdfunding performance: A configurational theory approach

Author

Listed:
  • Qingxiang Li
  • Nianxin Wang

Abstract

Reward-based crowdfunding is a typical two-sided platform (fundraiser side and backer side) with high information asymmetry. While existing research indicates that signals from fundraisers and backers can impact crowdfunding performance, the interplay among these signals warrants further investigation. Drawing on signaling theory, this study adopts a configurational perspective and utilizes the fsQCA method and linear regression to investigate the combined effects of fundraiser engagement (update and fundraiser comment), third-party endorsement (backer comment and Facebook sharing), and project preparedness (video, image, and description) on crowdfunding performance. Drawing data from the reward-based crowdfunding platform Indiegogo, this research pointed out that these signals cannot generate better crowdfunding performance alone and examined substitution and complementary effects among different signals. Based on the linear regression and fsQCA results, configurations that lead to high crowdfunding performance are identified. We found that project preparedness must work with other signals to produce high crowdfunding performance. Besides, we summarized these configurations into two patterns that may lead to high crowdfunding performance: a fundraiser engagement-driven pattern and a third-party endorsement-driven pattern. This study contributes a configurational perspective and valuable insights into how signals can work together to mitigate information asymmetry in crowdfunding.

Suggested Citation

  • Qingxiang Li & Nianxin Wang, 2024. "Fundraiser engagement, third-party endorsement and crowdfunding performance: A configurational theory approach," PLOS ONE, Public Library of Science, vol. 19(8), pages 1-31, August.
    • Handle: RePEc:plo:pone00:0308717
    DOI: 10.1371/journal.pone.0308717
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0308717
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0308717&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0308717?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Wessel, Michael & Adam, Martin & Benlian, Alexander, 2019. "The impact of sold-out early birds on option selection in reward-based crowdfunding," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 112150, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    2. Giancarlo Giudici & Massimiliano Guerini & Cristina Rossi-Lamastra, 2018. "Reward-based crowdfunding of entrepreneurial projects: the effect of local altruism and localized social capital on proponents’ success," Small Business Economics, Springer, vol. 50(2), pages 307-324, February.
    3. Denis Frydrych & Adam J. Bock & Tony Kinder & Benjamin Koeck, 2014. "Exploring entrepreneurial legitimacy in reward-based crowdfunding," Venture Capital, Taylor & Francis Journals, vol. 16(3), pages 247-269, July.
    4. Han Jiang & Zhiyi Wang & Lusi Yang & Jia Shen & Jungpil Hahn, 2021. "How Rewarding Are Your Rewards? A Value-Based View of Crowdfunding Rewards and Crowdfunding Performance," Entrepreneurship Theory and Practice, , vol. 45(3), pages 562-599, May.
    5. Francesco Cappa & Michele Pinelli & Riccardo Maiolini & Maria Isabella Leone, 2021. "“Pledge” me your ears! The role of narratives and narrator experience in explaining crowdfunding success," Small Business Economics, Springer, vol. 57(2), pages 953-973, August.
    6. Roma, Paolo & Vasi, Maria & Kolympiris, Christos, 2021. "On the signaling effect of reward-based crowdfunding: (When) do later stage venture capitalists rely more on the crowd than their peers?," Research Policy, Elsevier, vol. 50(6).
    7. Hadar Gafni & Dan Marom & Alicia Robb & Orly Sade, 2021. "Gender Dynamics in Crowdfunding (Kickstarter): Evidence on Entrepreneurs, Backers, and Taste-Based Discrimination [Women on the verge of a breakthrough: networking among entrepreneurs in the United," Review of Finance, European Finance Association, vol. 25(2), pages 235-274.
    8. Michael Spence, 2002. "Signaling in Retrospect and the Informational Structure of Markets," American Economic Review, American Economic Association, vol. 92(3), pages 434-459, June.
    9. Wessel, Michael & Thies, Ferdinand & Benlian, Alexander, 2016. "The Emergence and Effects of Fake Social Information: Evidence from Crowdfunding," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 82421, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    10. Thies, Ferdinand & Wessel, Michael & Rudolph, Jan & Benlian, Alexander, 2016. "Personality Matters: How Signaling Personality Traits Can Influence the Adoption and Diffusion of Crowdfunding Campaigns," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 79991, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    11. Aticus Peterson & Andy Wu, 2021. "Entrepreneurial learning and strategic foresight," Strategic Management Journal, Wiley Blackwell, vol. 42(13), pages 2357-2388, December.
    12. Jeremy St John & Karen St John & Bo Han, 2021. "Entrepreneurial crowdfunding backer motivations: a latent Dirichlet allocation approach," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 25(6), pages 223-241, July.
    13. Parhankangas, Annaleena & Renko, Maija, 2017. "Linguistic style and crowdfunding success among social and commercial entrepreneurs," Journal of Business Venturing, Elsevier, vol. 32(2), pages 215-236.
    14. Wessel, Michael & Adam, Martin & Benlian, Alexander, 2019. "The impact of sold-out early birds on option selection in reward-based crowdfunding," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 110458, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    15. Joseph E. Stiglitz, 2000. "The Contributions of the Economics of Information to Twentieth Century Economics," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 115(4), pages 1441-1478.
    16. Sardar Muhammad Usman & Farasat Ali Shah Bukhari & Huiwei You & Daniel Badulescu & Darie Gavrilut, 2020. "The Effect and Impact of Signals on Investing Decisions in Reward-Based Crowdfunding: A Comparative Study of China and the United Kingdom," JRFM, MDPI, vol. 13(12), pages 1-20, December.
    17. Wessel, Michael & Thies, Ferdinand & Benlian, Alexander, 2016. "The Emergence and Effects of Fake Social Information: Evidence from Crowdfunding," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 83005, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    18. Kristian Roed Nielsen & Julia Katharina Binder, 2021. "I Am What I Pledge: The Importance of Value Alignment for Mobilizing Backers in Reward-Based Crowdfunding," Entrepreneurship Theory and Practice, , vol. 45(3), pages 531-561, May.
    19. Younghwan Moon & Junseok Hwang, 2018. "Crowdfunding as an Alternative Means for Funding Sustainable Appropriate Technology: Acceptance Determinants of Backers," Sustainability, MDPI, vol. 10(5), pages 1-18, May.
    20. Mollick, Ethan, 2014. "The dynamics of crowdfunding: An exploratory study," Journal of Business Venturing, Elsevier, vol. 29(1), pages 1-16.
    21. Shuangfa Huang & David Pickernell & Martina Battisti & Thang Nguyen, 2022. "Signalling entrepreneurs’ credibility and project quality for crowdfunding success: cases from the Kickstarter and Indiegogo environments," Small Business Economics, Springer, vol. 58(4), pages 1801-1821, April.
    22. Michael Marcin Kunz & Ulrich Bretschneider & Max Erler & Jan Marco Leimeister, 2017. "An empirical investigation of signaling in reward-based crowdfunding," Electronic Commerce Research, Springer, vol. 17(3), pages 425-461, September.
    23. Rob Gleasure & Kieran Conboy & Lorraine Morgan, 2019. "Talking Up a Storm: How Backers Use Public Discourse to Exert Control in Crowdfunded Systems Development Projects," Information Systems Research, INFORMS, vol. 30(2), pages 447-465, June.
    24. Philipp B. Cornelius & Bilal Gokpinar, 2020. "The Role of Customer Investor Involvement in Crowdfunding Success," Management Science, INFORMS, vol. 66(1), pages 452-472, January.
    25. Joe Cox & Thang Nguyen & Soong Moon Kang, 2018. "The Kindness of Strangers? An Investigation into the Interaction of Funder Motivations in Online Crowdfunding Campaigns," Kyklos, Wiley Blackwell, vol. 71(2), pages 187-212, May.
    26. Sewaid, Ahmed & Garcia-Cestona, Miguel & Silaghi, Florina, 2021. "Resolving information asymmetries in financing new product development: The case of reward-based crowdfunding," Research Policy, Elsevier, vol. 50(10).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maurer, Joshua D. & Creek, Steven A. & Allison, Thomas H. & Bendickson, Joshua S. & Sahaym, Arvin, 2023. "Affiliation rhetoric and digital orientation in crowdfunding appeals," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    2. Anna Prisco & Valerio Muto & Ciro Troise & Mario Tani, 2022. "How to Engage the Crowds to Create Value? Evidence from the Pathfinder Arena Case," Sustainability, MDPI, vol. 14(7), pages 1-22, April.
    3. Rotem Shneor & Urszula Mrzygłód & Joanna Adamska-Mieruszewska & Anna Fornalska-Skurczyńska, 2022. "The role of social trust in reward crowdfunding campaigns’ design and success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1103-1118, September.
    4. Ferdinand Thies & Sören Wallbach & Michael Wessel & Markus Besler & Alexander Benlian, 2022. "Initial coin offerings and the cryptocurrency hype - the moderating role of exogenous and endogenous signals," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1691-1705, September.
    5. Fang, Xing, 2022. "Why we hide good deeds? The selfless and anonymous donation behavior in crowdfunding," Technology in Society, Elsevier, vol. 71(C).
    6. Mingchun Chen & Zhiying Liu & Chaoliang Ma & Xiuyuan Gong, 2021. "A distinctive early bird price in reward-based crowdfunding," Electronic Commerce Research, Springer, vol. 21(2), pages 347-370, June.
    7. Sardar Muhammad Usman & Farasat Ali Shah Bukhari & Muhammad Usman & Daniel Badulescu & Muhammad Safdar Sial, 2019. "Does the Role of Media and Founder’s Past Success Mitigate the Problem of Information Asymmetry? Evidence from a UK Crowdfunding Platform," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    8. Sewaid, Ahmed & Garcia-Cestona, Miguel & Silaghi, Florina, 2021. "Resolving information asymmetries in financing new product development: The case of reward-based crowdfunding," Research Policy, Elsevier, vol. 50(10).
    9. Janina Sundermeier & Tyge-F. Kummer, 2022. "Does personality still matter in e-commerce? How perceived hubris influences the assessment of founders’ trustworthiness using the example of reward-based crowdfunding," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1127-1144, September.
    10. Maiolini, Riccardo & Cappa, Francesco & Franco, Stefano & Quaratino, Giovanni Raimondo, 2024. "The impact of sustainable development goals in lending-based prosocial crowdfunding: A topic modeling analysis on the kiva platform," International Review of Financial Analysis, Elsevier, vol. 95(PB).
    11. Lars Hornuf & Johannes Voshaar, 2024. "What Is an Effective Signal in Crowdfunding? Evidence from Expert Researchers and a Meta-Study," CESifo Working Paper Series 11501, CESifo.
    12. Lihuan Guo & Wei Wang & Yenchun Jim Wu & Mark Goh, 2021. "How much do social connections matter in fundraising outcomes?," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 7(1), pages 1-23, December.
    13. Ivo Blohm & Moritz Schulz & Jan Marco Leimeister, 2024. "Hedonic Signals in Crowdfunding," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 66(6), pages 757-775, December.
    14. Zhao, Liang & Sun, Zhe & Chen, Si & Gugnani, Ritika & Sahore, Nidhi, 2024. "Social media opinion leaders and information diffusion of crowdfunding projects: Evidence from China," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    15. Wesemann, Henrik & Wincent, Joakim, 2021. "A whole new world: Counterintuitive crowdfunding insights for female founders," Journal of Business Venturing Insights, Elsevier, vol. 15(C).
    16. Thomas Niemand & Sascha Kraus & Martin Angerer & Ferdinand Thies & Alicia Mas-Tur, 2019. "More is not always better—non-linear effects in crowdfunding," International Journal of Quality Innovation, Springer, vol. 5(1), pages 1-10, December.
    17. Jung, Eunjun & Lee, Changjun & Hwang, Junseok, 2022. "Effective strategies to attract crowdfunding investment based on the novelty of business ideas," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    18. Carolin Bock & Sven Siebeneicher & Jens Rockel, 2022. "The “C” in crowdfunding is for co-financing: exploring participative co-financing, a complement of novel and traditional bank financing," Journal of Business Economics, Springer, vol. 92(9), pages 1559-1602, November.
    19. Bai, John (Jianqiu) & Kerr, William & Wan, Chi & Yorulmaz, Alptug Y., 2025. "Everyone steps back? The widespread retraction of crowd-funding support for minority creators when migration fear is high," Research Policy, Elsevier, vol. 54(1).
    20. Ana Paula Matias Gama & Ricardo Emanuel Correia & Mário Augusto & Fábio Duarte, 2023. "Third-party signals in crowdfunded microfinance: which microfinance institutions boost crowdfunding among refugee entrepreneurs?," Small Business Economics, Springer, vol. 61(2), pages 559-586, August.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0308717. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.