Abstract: In reward-based crowdfunding (RBC) campaigns, project description text plays a ...
Expand
Abstract: In reward-based crowdfunding (RBC) campaigns, project description text plays a critical role in driving market demand, by simplifying complex project information and providing clear backing signals. Indeed, well-crafted textual descriptions could persuade potential backers to better fund the respective projects. Through the lenses of theories on framing and resonance, we examine three attributes, that are key to forming a compelling narrative: innovation disclosure, linguistic specificity, and shared phrase utilization. We posit that better communication regarding product innovation (i.e., innovation disclosure), employing phrases commonly found in comparable projects (i.e., shared phrase utilization), and incorporating concrete and precise language (i.e., linguistic specificity) are associated with higher funding. Using data from technology and product design project categories of a prominent RBC platform, our hypotheses are tested and largely supported. Our study contributes to information systems (IS) research by exploring creators' resonance strategies and the role of the project description narratives in funding outcomes.
Collapse
