Motivations behind backers’ contributions in reward-based crowdfunding for movies and web series

Hasnan Baber and Mina Fanea-Ivanovici

International Journal of Emerging Markets, 2021, vol. 18, issue 3, 666-684

Abstract: Purpose - Crowdfunding as an alternative financing method has recently gained ground and become a legitimate and feasible option for supporting creative and cultural projects. Whereas the reasons behind raising money on crowdfunding platforms are easy to understand, there is still a knowledge gap concerning backer’s motivations to fund creative projects. The aim of this study is to investigate backers’ main motivations to contribute to movies and web series crowdfunding projects. Design/methodology/approach - Using PLS-SEM, we analyzed the influence of intrinsic motivation, inner innovativeness, shared values and campaign involvement on perceived trust and perceived risk; the last two were further analyzed in relation to their influence on participation intention (N = 432). Data was collected from Europe and Asia using convenience and snowball sampling through a structured questionnaire. Findings - Perceived trust was found to be positively influenced by intrinsic motivation, shared values and campaign involvement, and perceived risk was surprisingly found to be positively influenced by campaign involvement. Also, perceived trust as generated by platform and crowdfundraiser jointly and perceived risk have a positive influence on participation intention. Research limitations/implications - This study is a useful tool in the hands of filmmakers and web series producers in the process of crowdfunding campaign design and for the crowdfund platform owner, who will seek to enhance perceived trust in order to attract larger audiences and increase profitability. Originality/value - This is an original first study to examine the intentions of people from Europe and Asia toward movie and web series crowdfunding projects.

Keywords: Crowdfunding; Intention; Participation; Motivation; Perceived risk; Perceived trust; Film industry; Web series; Asia; Europe (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:ijoemp:ijoem-01-2021-0073

DOI: 10.1108/IJOEM-01-2021-0073

Access Statistics for this article

International Journal of Emerging Markets is currently edited by Prof Ilan Alon

More articles in International Journal of Emerging Markets from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().