An Investigation into the Role of Brand Affiliation and Content Emotions on Crowdfunding Success: An Extended Abstract

Masoud Moradi, Mayukh Dass, Kiran Pedada

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Scopus citations

Abstract

Crowdfunding, a process of generating monetary resources for a certain need through the power of the crowds’ collaboration, is becoming a popular practice among entrepreneurs (Mollick 2012). The popularity of crowdfunding has exponentially grown in the last few years, generating around $5.1B worldwide each year (Massolution 2012) to support entrepreneurial and social ventures in the areas such as, arts, fashion, technology, and so on. In parallel with the growing popularity in the marketplace, crowdfunding is also considered an important research topic among researchers. Past studies have examined the role of important factors such as project characteristics (Mollick 2014), social information (Kuppuswamy and Bayus 2014), and consumer motivation (Gerber et al. 2012) on the funding success. While these studies advance our understanding of what leads to the ultimate funding success, we have limited understanding on how marketing factors such as branding and emotions of the rhetoric used to promote the projects affect the final outcome.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages611-615
Number of pages5
DOIs
StatePublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Customer Relationship Management
  • Negative Emotion
  • Positive Emotion
  • Project Characteristic
  • Project Description

Fingerprint

Dive into the research topics of 'An Investigation into the Role of Brand Affiliation and Content Emotions on Crowdfunding Success: An Extended Abstract'. Together they form a unique fingerprint.

Cite this