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Personalizing videos to improve fundraising: evidence from reward-based crowdfunding

Jialiang Yang (School of Management, Hefei University of Technology, Hefei, China) (Philosophy and Social Sciences Laboratory of Data Science and Smart Society Governance, Ministry of Education, Hefei, China)
Rene Arseneault (Faculty of Business Administration, Laval University, Quebec, Canada)
Goran Calic (DeGroote School of Business, McMaster University, Hamilton, Canada)

International Journal of Entrepreneurial Behavior & Research

ISSN: 1355-2554

Article publication date: 29 November 2024

122

Abstract

Purpose

Drawing on integrated insights from signaling theory and the cognitive theory of multimedia learning, this study investigates the effect of video personalization on crowdfunding performance. “Video personalization” is defined as information presented in a video in a way that is designed to promote the feeling of being and interacting with others. This study also aimed to examine the moderating effects among various signals of video personalization.

Design/methodology/approach

This study constructs a theoretical model of how video personalization affects crowdfunding performance through an integrated theory lens. This study measures several signals of video personalization, namely, first-person wording (FPW), second-person wording (SPW), asking questions and talking to the camera. The direct and moderating effects of video personalization on crowdfunding performance are examined by using 2,858 crowdfunding projects on Kickstarter.

Findings

This study revealed that using SPW, asking questions and talking directly to the camera positively impact crowdfunding performance, while talking to the camera attenuates the positive effect of using SPW and asking questions with respect to funding amounts.

Originality/value

This study contributes to the literature on resource mobilization in crowdfunding by examining how video personalization impacts resource mobilization in a crowdfunding setting. The findings extend signaling theory by broadening its boundaries. This advance is accomplished by integrating insights from cognitive science into signaling theory. This study also contributes to cognitive theory in multimedia learning by identifying novel ways to personalize videos and by broadening that work to a novel empirical context, entrepreneurship.

Keywords

Citation

Yang, J., Arseneault, R. and Calic, G. (2024), "Personalizing videos to improve fundraising: evidence from reward-based crowdfunding", International Journal of Entrepreneurial Behavior & Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEBR-08-2023-0805

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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