This study examines how the success of reward-based crowdfunding (RBCF) is affected by two narrative styles-namely "results in progress" (RIP) and "ongoing journey" (OJ)-and by the entrepreneur's RBCF experience. Our findings reveal that greater success in collecting funds is achieved by RBCF campaigns that are communicated through RIP narrative styles rather than OJ styles. Moreover, we have underscored the positive effect brought about by an entrepreneur's RBCF experience. In addition, we highlight how these two factors interact with each other in their overall effect on successful fundraising through RBFC, showing that entrepreneurs with extensive experience in RBCF attract more pledges by adopting OJ narratives rather than RIP narratives. The outcomes of this study advance the theoretical understanding of success factors in RBCF and provide RBCF entrepreneurs with suggestions regarding the most appropriate narrative style to adopt, depending on their level of experience.

“Pledge” me your ears! The role of narratives and narrator experience in explaining crowdfunding success / Cappa, Francesco; Pinelli, Michele; Maiolini, Riccardo; Leone, Maria Isabella. - In: SMALL BUSINESS ECONOMICS. - ISSN 0921-898X. - 57:(2021), pp. 953-973. [10.1007/s11187-020-00334-y]

“Pledge” me your ears! The role of narratives and narrator experience in explaining crowdfunding success

Cappa, Francesco
;
Maiolini, Riccardo;Leone, Maria Isabella
2021

Abstract

This study examines how the success of reward-based crowdfunding (RBCF) is affected by two narrative styles-namely "results in progress" (RIP) and "ongoing journey" (OJ)-and by the entrepreneur's RBCF experience. Our findings reveal that greater success in collecting funds is achieved by RBCF campaigns that are communicated through RIP narrative styles rather than OJ styles. Moreover, we have underscored the positive effect brought about by an entrepreneur's RBCF experience. In addition, we highlight how these two factors interact with each other in their overall effect on successful fundraising through RBFC, showing that entrepreneurs with extensive experience in RBCF attract more pledges by adopting OJ narratives rather than RIP narratives. The outcomes of this study advance the theoretical understanding of success factors in RBCF and provide RBCF entrepreneurs with suggestions regarding the most appropriate narrative style to adopt, depending on their level of experience.
Crowdfunding; Narrative; Experience; Trust; Signaling theory; Entrepreneur; Fundraising
“Pledge” me your ears! The role of narratives and narrator experience in explaining crowdfunding success / Cappa, Francesco; Pinelli, Michele; Maiolini, Riccardo; Leone, Maria Isabella. - In: SMALL BUSINESS ECONOMICS. - ISSN 0921-898X. - 57:(2021), pp. 953-973. [10.1007/s11187-020-00334-y]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/194455
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