Managerial Responses and Customer Engagement in Crowdfunding

Yan Song and Xin Tian
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Yan Song: School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China
Xin Tian: School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China

Sustainability, 2020, vol. 12, issue 8, 1-13

Abstract: Despite the widespread recognition of the importance of customer behavior in crowdfunding performance, empirical research concerning the importance of managerial responses in user-generated content is scarce. How do managerial responses affect backers’ comments? Does user-generated content affect following backers’ behavior? Using a dataset of backers’ comments and creators’ managerial responses from Kickstarter.com, we attempt to clarify the relationships among creator responses to comments, comment volume, linguistic features of comment text and crowdfunding performance. Our results show creator responses have a significant positive effect on customer engagement and crowdfunding performance. Moreover, creator response is an effective advertising strategy to improve crowdfunding performance.

Keywords: user-generated content; customer comments; managerial responses; crowdfunding (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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