Sharing Economy, Platforms, and Crowds
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Paper Number
2441
Paper Type
Completed
Description
This study investigates the impact of emotions conveyed in crowdfunding campaigns on the commitment of backers. Based on language expectancy theory and research on emotional psychology, we propose the effect of emotions depends on campaign category membership and varies between social and commercial crowdfunding campaigns. Empirical analyses of 12,862 Indiegogo campaigns using EmoRoBERTa, a pre-trained neural network algorithm specifically designed to identify emotions, reveal that gratitude and optimism have opposite effects on crowdfunding participation for social and commercial entrepreneurs. In particular, optimism is positively associated with backer participation in social and negatively in commercial campaigns. Counterintuitively, gratitude is positively associated with backer participation in commercial but negatively in social campaigns. Contrasting our analysis, we further examine the link between a factual, neutral tone and crowdfunding participation. Interestingly, a neutral tone has a positive relationship with crowdfunding participation in commercial campaigns. The association reverses for social campaigns.
Recommended Citation
Lohmar, David; Schaeper, Thomas; and Nüesch, Stephan, "From Feelings to Funding: The Moderating Role of Category Membership in Crowdfunding Participation" (2023). ICIS 2023 Proceedings. 13.
https://aisel.aisnet.org/icis2023/sharing_econ/sharing_econ/13
From Feelings to Funding: The Moderating Role of Category Membership in Crowdfunding Participation
This study investigates the impact of emotions conveyed in crowdfunding campaigns on the commitment of backers. Based on language expectancy theory and research on emotional psychology, we propose the effect of emotions depends on campaign category membership and varies between social and commercial crowdfunding campaigns. Empirical analyses of 12,862 Indiegogo campaigns using EmoRoBERTa, a pre-trained neural network algorithm specifically designed to identify emotions, reveal that gratitude and optimism have opposite effects on crowdfunding participation for social and commercial entrepreneurs. In particular, optimism is positively associated with backer participation in social and negatively in commercial campaigns. Counterintuitively, gratitude is positively associated with backer participation in commercial but negatively in social campaigns. Contrasting our analysis, we further examine the link between a factual, neutral tone and crowdfunding participation. Interestingly, a neutral tone has a positive relationship with crowdfunding participation in commercial campaigns. The association reverses for social campaigns.
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