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Enhancing Efficiency of Crowdfunding Campaign Financing

Author

Listed:
  • Sylvain Sagot

    (ESTA - École Supérieure des Technologies et des Affaires)

  • Nouha Ben Arfa

    (Excelia Group | La Rochelle Business School)

Abstract

This study aims to investigate the impact of off-page communication factors on success of crowdfunding campaigns. While previous research mainly focused on on-page communication factors, relevant research on the impact of off-page communication factors related to additional website visibility and external social media remains scarce. To address this gap, the authors examine the impact of search engine optimization (SEO) actions taken on an additional website and explore influence of the use of external social media on rewards-based crowdfunding success, as it is argued to be the dominant online model. They perform a cross-sectional study of a randomized sample of 1,791 campaigns on KissKissBankBank, the major crowdfunding platform in Europe. The results reveal that (1) SEO actions taken on the additional website enhance success of the crowdfunding campaign, and (2) there are important connections between the use of external social media and success of crowdfunding campaigns. Taken together, these results contribute to adequate decision making among project initiators, backers, and platforms owners.

Suggested Citation

  • Sylvain Sagot & Nouha Ben Arfa, 2023. "Enhancing Efficiency of Crowdfunding Campaign Financing," Post-Print hal-04193738, HAL.
    • Handle: RePEc:hal:journl:hal-04193738
    DOI: 10.4018/ijsds.327790
    Note: View the original document on HAL open archive server: https://hal.science/hal-04193738v1
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    References listed on IDEAS

    as
    1. Ajay Agrawal & Christian Catalini & Avi Goldfarb, 2014. "Some Simple Economics of Crowdfunding," Innovation Policy and the Economy, University of Chicago Press, vol. 14(1), pages 63-97.
    2. 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.
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