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Zhigang Cai, Pengzhu Zhang and Xiao Han
The paper is to explore crowdfunding success determinants from the reward menu design aspect, distinguishing from extant studies focusing on characteristics of project creators or…
Abstract
Purpose
The paper is to explore crowdfunding success determinants from the reward menu design aspect, distinguishing from extant studies focusing on characteristics of project creators or crowdfunding projects and funding dynamics. Both the number of reward options and price differentiation of rewards are considered.
Design/methodology/approach
The authors use the quadratic model to identify a curvilinear relationship between the number of reward options and crowdfunding success, by running regressions on data collected from one of the most influential reward-based crowdfunding platforms in China. In addition, they explore the moderating effect of price differentiation on the curvilinear relationship.
Findings
The authors find an inverted U-shape relationship between the number of reward options and the optimal number of options is around 10. In addition, they find that the curvilinear relationship is moderated by reward price differentiation.
Practical implications
This paper has managerial implications for crowdfunding project creators and platform managers. To achieve better crowdfunding outcomes, a proper number of reward options with diversified reward prices should be provided.
Originality/value
The paper contributes to the literatures in antecedents of crowdfunding success from reward menu design aspect based on theories in investment and purchasing decision making. It is different from existing studies focusing on the characteristics of project creators and crowdfunding projects or funding dynamics. It also parallels retirement contribution plan design studies by exploring the reward menu design in the crowdfunding context.
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Aydemir Okay, Pedja Ašanin Gole and Ayla Okay
The purpose of this paper is to explore how the health ministries of Turkey and Slovenia use Twitter as government agencies obliged to communicate with the public.
Abstract
Purpose
The purpose of this paper is to explore how the health ministries of Turkey and Slovenia use Twitter as government agencies obliged to communicate with the public.
Design/methodology/approach
This study employed a content analysis methodology to examine how Turkish (TR) and Slovenian (SLO) health ministries use Twitter for informing and encouraging behavior change in the public. A total of 662 “tweets” were analyzed. Drawing on prior studies, a coding scheme was developed and employed, and χ2 and t-tests were conducted for data analysis. Additionally, this study aimed at effecting a content analysis according to the “four models” method of Grunig and Hunt regarding efforts made to build communication with the public.
Findings
This study uncovered that the TR and SLO health ministries did not utilize two-way communication principles for Twitter communication, and their frequency of Twitter use is inadequate.
Research limitations/implications
The sampled tweets were selected by using a scientific sampling method. However, this might not have been substantial enough to represent the entirety of tweets in the study timeframe. Analyzing tweets across a longer timeframe would be helpful in confirming this study's findings. This study was also limited to two countries and to publicly available tweets; the messages of health ministries' followers to the ministries themselves were not examined. The findings of this study may not be generalizable to other countries. Other potential studies, with a particular focus on this topic, may be able to measure individual perceptions of the credibility and usefulness of messages from health ministries and their willingness to engage in two-way communication.
Originality/value
This study is one of the first to evaluate how the health ministries of Turkey and Slovenia communicate on Twitter and to apply the four models of Grunig and Hunt with regard to Twitter. This study also identified that noncompeting government agencies were not minded to communicate with their publics.
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