The impact of social media input intensity on reward-based crowdfunding performance: evidence from China

Cuixia Jiang, Ranran Han and Qifa Xu ()
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Cuixia Jiang: Hefei University of Technology
Ranran Han: Hefei University of Technology
Qifa Xu: Hefei University of Technology

Electronic Commerce Research, 2023, vol. 23, issue 3, No 17, 1753-1774

Abstract: Abstract Crowdfunding platforms gradually encourage creators to disclose their social media information, so as to reduce information asymmetry. It is thus important to investigate the influence of social media information and its input intensity on crowdfunding performance. To this end, we measure the social media input intensity from three dimensions: credibility, activity and spread. Then we examine their roles in improving crowdfunding performance through an empirical analysis on a dataset of 1206 projects from Modian.com and Weibo.com, the major crowdfunding platform and social media platform in China. The empirical findings confirm that disclosing social media accounts contributes greatly to crowdfunding performance. Additionally, all of three dimensions of the social media input intensity have a positive impact on crowdfunding performance. The findings have important implications for the three parties of crowdfunding market from both theoretical and practical perspectives.

Keywords: Crowdfunding performance; Social media; Input intensity; Online self-disclosure (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-021-09515-7

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