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...