KOREASCHOLAR

THE BIG WORD EFFECT: IMPACT OF USING BIG WORDS ON BACKERS’ FUNDING BEHAVIOR IN CROWDFUNDING

Qiang Zhang, Yeyi Liu, Yuanyuan Liu, Dionysius Ang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422076
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.93
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Crowdfunding is an increasingly popular fundraising tool where project creators solicit capital from potential backers in return for monetary rewards or presales of products/services. Potential backers in crowdfunding are looking for potential cues to reduce uncertainty and predict new venture success when making their capital contributions. To increase their funding success, project creators strategically use project descriptions as a marketing tool to attract potential backers and funding.

Keyword
CrowdfundingBig wordsAnalytic thinkingText mining
Author
  • Qiang Zhang(Xi'an Jiaotong University, China)
  • Yeyi Liu(Xi'an Jiaotong University, China)
  • Yuanyuan Liu(Xi'an Jiaotong University, China)
  • Dionysius Ang(University of Leeds, the United Kingdom)