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An empirical investigation of entrepreneurs’ communication and gamification strategies in crowdfunding
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Abstract:
Crowdfunding is an increasingly popular financing platform that allows entrepreneurs of new products and services to raise capital from a large pool of potential funders (i.e., investors). Unlike conventional funders, crowdfunding funders do not acquire equity in or make loans to ventures. Instead, they receive a non-monetary return in the form of pre-ordered products or services. Crowdfunding funders know that these early-stage investments typically entail risks such as unproven technologies, unfinished products, and untried services, the true quality, marketability and efficacy of which are untested. Yet entrepreneurs regularly succeed in attracting funders through crowdfunding platforms, indicating that the project campaign description is critical to their success. Therefore, developing effective digital communication is particularly important to crowdfunding entrepreneurs. A successful project campaign message must effectively communicate core values and establish an emotional connection with potential funders. This dissertation research sheds light on understanding the effects of project campaign descriptions in a crowdfunding context, focusing especially on how linguistic cues in project campaign descriptions and gamification can attract funders to a project and become motivated to support it. Specifically, this dissertation investigates how a project campaign’s linguistic cues—promoting entrepreneurs’ prosocial values and creating a sense of unity—can generate greater crowd support for entrepreneurs. This study also empirically examines gamification as a motivator on crowdfunding performance. Given the multifaceted nature of potential funders’ intrinsic motivation within crowdfunding environments, especially on reward-based crowdfunding platforms, this research examines the role of gamification in amplifying the effect of entrepreneurs’ prosocial mission cues on crowdfunding success. Using a dataset from Kickstarter and a controlled experimental study, I find that emphasizing prosocial missions and a sense of unity on project campaign descriptions increases the chance of crowdfunding success. Furthermore, conveying gamification features (i.e., subordinate challenging goals) in project campaigns can also be shown to directly contribute to meeting funding goals. In summary, this dissertation provides evidence that the effectiveness of prosocial mission cues on crowdfunding success is enhanced when the sense of unity increases and the project campaign displays gamification features. ; Ph.D. ; Includes bibliographical references
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Keyword:
Crowd funding; Marketing
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URL: http://dissertations.umi.com/gsn.newark.rutgers:10130
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| 2 |
The perspectives of augmentative and alternative communication experts on the clinical integration of non-invasive brain-computer interfaces
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In: Special Education and Communication Disorders Faculty Publications (2022)
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Koordinierungsstelle "Sprachliche Bildung und Mehrsprachigkeit" (KoMBi). Abschlussbericht zur Förderperiode 3, Förderkennzeichen 01JM1301
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In: Hamburg : Universität 2021, 45 S. (2021)
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Koordinierungsstelle "Sprachliche Bildung und Mehrsprachigkeit" (KoMBi). Abschlussbericht zur Förderperiode 3, Förderkennzeichen 01JM1301 ...
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| 5 |
Ensino médio integrado: implicações nas práticas docentes e nas questões de gestão e financiamento público
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In: https://www.periodicos.ufpa.br/index.php/revistamargens/article/view/5385 (2021)
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The Analysis of Investment Gap in Rural Road Maintenance: A Case Study of Developing Country
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In: Security Research Hub Reports (2020)
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| 9 |
An Analysis of ESOL Provision in the UK and Its Potential Future Development
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In: Studies in Literature and Language; Vol 21, No 1 (2020): Studies in Literature and Language; 22-28 ; 1923-1563 ; 1923-1555 (2020)
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| 10 |
Bildungsforschung mit Daten der amtlichen Statistik
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In: Münster ; New York : Waxmann 2019, 267 S. - (Die Deutsche Schule, Beiheft; 14) (2019)
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| 11 |
Maximizing Funding to Address Health Equity: An Evaluation of the Pacific Hospital Preservation and Development Authority’s Major Grant Decision-Making Process
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Crónica legislativa de Aragón. Segundo semestre de 2018 ; Legislative Reports on Aragon. Second half of 2018 ; Crònica legislativa de l'Aragó. Segon semestre de 2018
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In: Revista de Llengua i Dret; Núm. 71, juny de 2019; p. 279-284 ; 0212-5056 (2019)
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Good in theory, bad in practice: practitioners’ perspectives on the early years pupil premium in England
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In: 1 ; 12 (2018)
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| 16 |
Language as gate-keeper of quality? Exploring Austria's English-only policy for national research funding
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| 17 |
The Tale of Two States: How Policy and Funding Affect Efforts to Diversify the Teaching Corps, A study for the Minnesota Education Equity Partnership
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Crònica legislativa de l'Aragó. Primer semestre de 2018 ; Legislative Reports on Aragon. First half of 2018 ; Crónica legislativa de Aragón. Primer semestre de 2018
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In: Revista de Llengua i Dret; Núm. 70, desembre de 2018; p. 188-193 ; 0212-5056 (2018)
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| 19 |
Crònica legislativa de l’Aragó. Segon semestre de 2017 ; Legislative Reports on Aragon. Second half of 2017 ; Crónica legislativa de Aragón. Segundo semestre de 2017
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In: Revista de Llengua i Dret; Núm. 69, juny de 2018; p. 244-250 ; 0212-5056 (2018)
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ПОВЫШЕНИЕ ЭФФЕКТИВНОСТИ ИСПОЛЬЗОВАНИЯ ФИНАНСОВЫХ РЕСУРСОВ С ПРИМЕНЕНИЕМ ИНСТРУМЕНТОВ БЮДЖЕТИРОВАНИЯ
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ЧАРАЕВА МАРИНА ВИКТОРОВНА. - : Федеральное государственное бюджетное образовательное учреждение высшего профессионального образования Забайкальский государственный университет, 2017
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