The role of communication in restaurant crowdfunding success

Abstract

Purpose

In recent years, crowdfunding is assuming an increasingly central role in the development of business projects as an alternative financing tool to traditional sources. This study analyses the role of communication in the success of crowdfunding campaigns in the restaurant sector in the European context.

Design/methodology/approach

This study conducts a regression analysis on a sample of 442 European restaurant crowdfunding projects launched on the Kickstarter platform in a time period spanning from 2014 to 2021. More specifically, this study uses a logistic regression model to test the impact of communication on the success of restaurant crowdfunding projects.

Findings

Empirical results suggest a strong impact of communication, declined in its different forms, on the success of restaurant crowdfunding campaigns. More specifically, they highlight a positive impact of the number of images, number of videos, readability and community orientation of the project description, number of comments and number of updates on the success of restaurant crowdfunding projects.

Originality/value

To the best of the authors’ knowledge, this study represents the first research that examines the effect of the communication on the success of restaurant crowdfunding projects conducted in the European context.

Citation

Salvi, A., Raimo, N., Petruzzella, F. and Vitolla, F. (2022), "The role of communication in restaurant crowdfunding success", British Food Journal, Vol. 124 No. 12, pp. 4323-4338. https://doi.org/10.1108/BFJ-07-2021-0797