Paper Type
Short
Paper Number
1236
Description
Crowdfunding has emerged as a disruptive financing model that enables individuals to fund ventures directly over the Internet. By bypassing traditional intermediaries, crowdfunding platforms connect project creators with a global audience, propelling the growth of this market. However, not all crowdfunding campaigns meet their funding goals. This study applies signaling theory to identify the strategic communication strategies that motivate backing and drive crowdfunding success. Through examination of 14 most successful Kickstarter campaigns, we explored what signals crowdfunding campaign creator(s) employ and how they influence backers’ motivation. Our findings provide practical guidance for crowdfunding stakeholders on effectively conveying value through targeted signals. By understanding which communication strategies resonate most with backers, crowdfunding campaigns can optimize their approaches to cultivate support. This research contributes important insights for both crowdfunding platform design and project creation by shedding light on the signaling dynamics that improve funding outcomes.
Recommended Citation
Nurbaev, Vladimir; Au, Cheuk Hang; and Hou, Jian-Ren, "Exploring Crowdfunding Campaign Success – A Signaling Theory Perspective" (2024). PACIS 2024 Proceedings. 7.
https://aisel.aisnet.org/pacis2024/track06_dpe/track06_dpe/7
Exploring Crowdfunding Campaign Success – A Signaling Theory Perspective
Crowdfunding has emerged as a disruptive financing model that enables individuals to fund ventures directly over the Internet. By bypassing traditional intermediaries, crowdfunding platforms connect project creators with a global audience, propelling the growth of this market. However, not all crowdfunding campaigns meet their funding goals. This study applies signaling theory to identify the strategic communication strategies that motivate backing and drive crowdfunding success. Through examination of 14 most successful Kickstarter campaigns, we explored what signals crowdfunding campaign creator(s) employ and how they influence backers’ motivation. Our findings provide practical guidance for crowdfunding stakeholders on effectively conveying value through targeted signals. By understanding which communication strategies resonate most with backers, crowdfunding campaigns can optimize their approaches to cultivate support. This research contributes important insights for both crowdfunding platform design and project creation by shedding light on the signaling dynamics that improve funding outcomes.
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