TY - JOUR
T1 - The Effects of Multimodal Elements on Success in Kickstarter Crowdfunding Campaigns
AU - Carradini, Stephen
AU - Fleischmann, Carolin
N1 - Funding Information:
A 2018 C.R. Anderson Grant from the Association for Business Communication supported the research in this manuscript. The authors would like to thank Barbara Carradini for her assistance in scraping the data.
Funding Information:
The authors disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the C.R. Anderson Research Fund (grant number 2018 Grant).
Publisher Copyright:
© The Author(s) 2022.
PY - 2022
Y1 - 2022
N2 - This article investigates multimodal elements—images, links, gifs, videos, and galleries—of crowdfunding campaigns on the platform Kickstarter to develop an understanding of characteristics of successful campaigns. The authors scraped 327,586 campaign pages, analyzing the multimodal elements of successful and unsuccessful campaigns. They found that successful campaigns featured more images, links, and gifs and more frequently included a project video than did unsuccessful campaigns. Images, links, and the presence of a project video had a positive impact on success while gifs and project galleries did not. These findings give business communicators practical guidance, develop theoretical aspects of Kickstarter research, and validate previous findings with a larger data set.
AB - This article investigates multimodal elements—images, links, gifs, videos, and galleries—of crowdfunding campaigns on the platform Kickstarter to develop an understanding of characteristics of successful campaigns. The authors scraped 327,586 campaign pages, analyzing the multimodal elements of successful and unsuccessful campaigns. They found that successful campaigns featured more images, links, and gifs and more frequently included a project video than did unsuccessful campaigns. Images, links, and the presence of a project video had a positive impact on success while gifs and project galleries did not. These findings give business communicators practical guidance, develop theoretical aspects of Kickstarter research, and validate previous findings with a larger data set.
KW - crowdfunding
KW - images
KW - Kickstarter
KW - multimodality
KW - video
UR - http://www.scopus.com/inward/record.url?scp=85137207075&partnerID=8YFLogxK
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U2 - 10.1177/10506519221121699
DO - 10.1177/10506519221121699
M3 - Article
AN - SCOPUS:85137207075
SN - 1050-6519
JO - Journal of Business and Technical Communication
JF - Journal of Business and Technical Communication
ER -