Paper Number

ECIS2026-2646

Paper Type

SP

Abstract

Reward-based crowdfunding platforms like Kickstarter face significant information asymmetry challenges, as backers must evaluate projects without direct interaction with creators. Drawing on social presence theory and signaling theory, we examine whether the presence of face cues in campaign images is associated with funding outcomes. Using OpenFace 2.0 to analyze 15,633 U.S. Kickstarter projects launched in 2024, we find that only 11.9% of campaigns feature a detectable face in their main image. However, projects with face cues raise significantly higher pledges: the median pledge is $2,201 for face-cue projects versus $1,307 for non-face projects. Regression analyses controlling for goal size, category fixed effects and video presence show that face cues are associated with approximately 39-44% higher pledged amounts, depending on the controls. These findings contribute to Information Systems (IS) research on interface design and visual signaling in digital platforms.

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Jun 14th, 12:00 AM

Face Cues Matter: Visual Signals and Pledges On Kickstarter

Reward-based crowdfunding platforms like Kickstarter face significant information asymmetry challenges, as backers must evaluate projects without direct interaction with creators. Drawing on social presence theory and signaling theory, we examine whether the presence of face cues in campaign images is associated with funding outcomes. Using OpenFace 2.0 to analyze 15,633 U.S. Kickstarter projects launched in 2024, we find that only 11.9% of campaigns feature a detectable face in their main image. However, projects with face cues raise significantly higher pledges: the median pledge is $2,201 for face-cue projects versus $1,307 for non-face projects. Regression analyses controlling for goal size, category fixed effects and video presence show that face cues are associated with approximately 39-44% higher pledged amounts, depending on the controls. These findings contribute to Information Systems (IS) research on interface design and visual signaling in digital platforms.

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