Please Share! Online Word of Mouth and Charitable Crowdfunding
نویسندگان
چکیده
During the last few years, charitable crowdfunding has become an increasingly popular method of online fundraising for personal and charitable causes. Many such crowdfunding platforms encourage and facilitate the use of online word of mouth (WOM) through social networks and social media, to spread the word about the crowdfunding campaigns. While online WOM is commonly used to share information about crowdfunding campaigns, there is hitherto limited understanding as to whether or how this information sharing affect individuals’ contribution behavior or the outcome of crowdfunding campaigns. In this study, using a unique dataset from 590 crowdfunding campaigns observed over 12 days, we examine to what extent, and how quickly online WOM affect the rate of contributions. In addition, we explore the effect of different phases of fundraising (over time or as they approach their target goals) and of the coverage of the campaigns in major online news websites.
منابع مشابه
Donation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects
Charitable crowdfunding is a burgeoning online micro charity paradigm where fund seekers request micro donations from a large group of potential funders. Despite micro charities have gone digital for more than a decade, our knowledge on individuals’ donation behavior in online micro charities (e.g., charitable crowdfunding) remains limited. To fill this gap, this study develops a model that exp...
متن کاملIT Affordances and Donor Motivations in Charitable Crowdfunding: The "Earthship Kapita" Case
Crowdfunding is an information technology (IT)-enabled, online model for raising funds for charity that can be used as an alternative to traditional, offline charity models (e.g., bake sales, doorknocking or society events). Over the past three years, more and more charity organizations have turned to crowdfunding in addition to, or instead of, traditional fundraising. Why is that? In this pape...
متن کاملReferral Incentives in Crowdfunding
Word-of-mouth, referral, or viral marketing is a highly sought-after way of advertising. In this paper, we investigate whether such marketing can be encouraged through incentive mechanisms, thus allowing an organisation to effectively crowdsource their marketing. Specifically, we undertake a field experiment that compares several mechanisms for incentivising social media shares in support of a ...
متن کاملThe effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction
Internet revolution and ICT have changed the world and access to information and communication of the people with each other is possible more than past. In this new environment, relying on E-word of mouth communication could be a way to achieve a competitive advantage. Given the pervasive role of new technologies in Service industry as well as importance of customer loyalty in the insurance ind...
متن کاملDonors’ Participation in Financing Health System of Iran
Donors’ Participation in Financing Health System of Iran Ali Mohammad Mosadeghrad1, Maryam Tajvar2, Fatemeh Ehteshami2, 3, * 1Department of Health Management and Economics, Health Information Management Research Center, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran 2Department of Health Management and Economics, School of Public Health, Tehran University of Medi...
متن کامل