Societal Impacts of IS

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Paper Number

1770

Paper Type

Completed

Description

We study the economic and social impact of two campaign design features -- visual cues (gaze direction) and textual cues (story narrativity and story length) along with their interactions -- on medical crowdfunding outcomes. We synthesize objective self-awareness theory from social psychology and transportation theory from communication into an information processing framework. We compile a unique dataset with 59k medical crowdfunding campaigns from the Gofundme platform in the U.S. during 2017-2019. Leveraging computer vision and text mining techniques, we extract interpretable gaze cues from images and story narrations from texts. We find that the presence of direct gaze and story length increase medical crowdfunding outcomes, and that the presence of direct gaze can substitute story narrativity when the story narrativity is low. Our findings speak directly to the design of a better medical crowdfunding campaign and shed light on the nuanced interactions among visual and textual unstructured data.

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06-Socimpact

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Dec 12th, 12:00 AM

Direct Gaze, Story Narration, and Online Medical Crowdfunding Outcomes

We study the economic and social impact of two campaign design features -- visual cues (gaze direction) and textual cues (story narrativity and story length) along with their interactions -- on medical crowdfunding outcomes. We synthesize objective self-awareness theory from social psychology and transportation theory from communication into an information processing framework. We compile a unique dataset with 59k medical crowdfunding campaigns from the Gofundme platform in the U.S. during 2017-2019. Leveraging computer vision and text mining techniques, we extract interpretable gaze cues from images and story narrations from texts. We find that the presence of direct gaze and story length increase medical crowdfunding outcomes, and that the presence of direct gaze can substitute story narrativity when the story narrativity is low. Our findings speak directly to the design of a better medical crowdfunding campaign and shed light on the nuanced interactions among visual and textual unstructured data.

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