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Exploring the multi-sided nature of crowdfunding campaign success

机译：探索众筹活动成功的多面性

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摘要

Successful crowdfunding campaigns are multifaceted in nature and depend on marketing and organizational features. This study identifies the most appealing factors and analyzes the results through a multi-theory approach as follows. First, contrary to altruism and warm-glow giving theories, crowdfunding to support social impact projects does not perform well. Second, fixed campaigns, small-sized projects, and prolonged campaigns are more likely to be funded, in line with goal-setting theory. Additionally, the resource-based view of firms clarifies the importance of having large entrepreneurial teams. Further, narrative theories about persuasion and information processing provide insights into why detailed text descriptions are more persuasive than pitch videos. Finally, this study relies on social identity and signaling theories to illustrate the impressive role of social networks and discussion forums between fundraisers and backers for developing effective word-of-mouth. This paper also provides fundraisers with recommendations to building appealing campaigns.
机译：成功的众筹活动本质上是多方面的，并取决于营销和组织特征。这项研究确定了最吸引人的因素，并通过以下多理论方法分析了结果。首先，与利他主义和热情奉献的理论相反，支持社会影响项目的众筹效果不佳。其次，根据目标设定理论，固定运动，小型项目和长期运动更有可能获得资助。此外，基于资源的公司观点阐明了拥有大型企业家团队的重要性。此外，有关说服力和信息处理的叙事理论提供了深入的见解，说明为什么详细的文字描述比宣传视频更具说服力。最后，本研究依靠社会认同和信号理论来说明社会网络和筹款者与支持者之间的讨论论坛在发展有效口碑方面的令人印象深刻的作用。本文还为募捐者提供了开展有吸引力的运动的建议。

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