What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform? Guilt, Utilitarian Products, Emotional Messaging, and Fewer but Meaningful Rewards, Drive Donations

Online crowdfunding is a popular platform for entrepreneurs to engage consumers by raising funds for creative projects.
Chen, Thomas and Kohli

What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform? Guilt, Utilitarian Products, Emotional Messaging, and Fewer but Meaningful Rewards, Drive Donations

Steven Chen, Sunil Thomas and Chiranjeev Kohli

California State University, Fullerton

MANAGEMENT SLANT

  • Marketers and advertisers who use crowdfunding as a means to develop (and promote) new products may benefit from a framework that helps them achieve their funding goals.
  • Donations more likely will be...

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