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Article
Publication date: 23 October 2020

Ying-Feng Kuo, Cheng-Han Lin and Jian-Ren Hou

Crowdfunding allows enterprises or individuals to collect funds from numerous other individuals. This study applies the anchoring effect and range theory in reward-based…

Abstract

Purpose

Crowdfunding allows enterprises or individuals to collect funds from numerous other individuals. This study applies the anchoring effect and range theory in reward-based crowdfunding to explore how different pledge option designs affect the backers' final pledge amount. Moreover, this study examines whether showing the current average amount pledged in the fundraising process has an anchoring effect on the subsequent backers' pledge amount.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using the Kruskal–Wallis test and Spearman rank correlation analysis.

Findings

Results show that among the three pledge option designs, employing the “bolstering range offer” has the highest backing amount. However, presenting the current average amount pledged in the fundraising process has a reversed anchoring effect on subsequent backers' pledge amount only in the case of a crowdfunding project in the physical goods category with a “point offer.”

Originality/value

To the best of authors’ knowledge, no reward-based crowdfunding platform has yet provided the pledge option design of a “bolstering range offer.” This study reveals that the “bolstering range offer” can significantly increase the amount pledged. This study extends the crowdfunding research area to crowdfunding success and suggests a novel way to set up pledges.

Details

Internet Research, vol. 31 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 26 April 2022

Jian-Ren Hou and Sarawut Kankham

When the spread of online health rumors on social media causes public concerns, the public is calling for action. However, little study has investigated how Facebook…

Abstract

Purpose

When the spread of online health rumors on social media causes public concerns, the public is calling for action. However, little study has investigated how Facebook reaction icons (expressing feelings function) affect online users' behavioral intentions (intention to trust and share) toward online health rumor posts. The current study addresses this gap by focusing on the effect of Facebook reaction icons in two conditions: Facebook reaction icons' presence (versus absence), and Facebook reaction icons' emotional valence (positive versus negative versus neutral). Moreover, the authors also investigated the interaction between Facebook reaction icons' emotional valence and online health rumor posts' framing headlines (gain versus loss).

Design/methodology/approach

The authors used a 7 (Facebook reaction icons: Love, Like, Haha, Wow, Sad, Angry and no icon) × 2 (Facebook framing headlines: gain and loss) between-subjects design, analyzing 507 samples from online users with one-way ANOVA and MANOVA.

Findings

Results show that online health rumor posts without Facebook reaction icons are more likely to negatively change online users' behavioral intentions than the posts with Facebook reaction icons; negative reaction icons (Sad and Angry) lower online users' behavioral intentions than positive reaction icons (Love and Like). Further, the incongruency effect of interaction (i.e. positive reaction icons with a negative message) would have more negative effects on online users' behavioral intentions than the congruency effect (i.e. positive reaction icons with a positive message).

Originality/value

This study has rich contributions to theoretical and practical implications for the Facebook platform and Facebook users to apply Facebook reaction icons against online health rumor posts.

Details

Internet Research, vol. 32 no. 6
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 7 June 2021

Ying-Feng Kuo, Jian-Ren Hou and Yun-Hsi Hsieh

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores…

1012

Abstract

Purpose

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.

Findings

The results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.

Originality/value

This study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.

Details

Internet Research, vol. 31 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

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