What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform?

ABSTRACT Online crowdfunding is a popular platform for entrepreneurs to engage consumers by raising funds for creative projects. The purpose of this research was to conceptualize a theoretical framework for crowdfunding appeals and investigate the relationship effect of appeal modes, product, and message characteristics as well as presentation characteristics on donation levels. A stratified random sample of 200 campaigns on Kickstarter.com was analyzed in a regression-based study. Guilt appeals, utilitarian product types, an emotional message frame, and reward tiers were significantly—and positively—related to funding level, measured as a percentage of the funding goals. Entrepreneurs further can use this framework to develop crowdfunding campaigns that can serve as effective marketing tools.

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