Crowdfunding success: how campaign language can predict funding

Andrea Fronzetti Colladon, Julia Gluesing, Francesca Greco, Francesca Grippa and Ken Riopelle

Chapter 12 in Handbook of Social Computing, 2024, pp 234-248 from Edward Elgar Publishing

Abstract: This chapter confirms and extends the empirical evidence that discusses the role of individual traits in determining resource acquisition by entrepreneurs. Using a sample of 59,538 crowdfunding campaigns launched on the crowdfunding platform Kickstarter, it explores how the use of language can impact a campaign’s success. This chapter adopts a combined methodology that relies on the Crovitz 42 Relational Words, emotional text mining (ETM), and machine learning to model key variables and identify the elements of a campaign that could primarily affect successful funding. This research concludes with practical suggestions for how entrepreneurs can use language and other controllable variables to increase their chances for success with their crowdfunding campaigns from the very start, as well as understand which uncontrollable variables may boost their chances of success during a campaign.

Keywords: Business and Management; Innovations and Technology; Sociology and Social Policy (search for similar items in EconPapers)
Date: 2024
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