Abstract

DOS SANTOS FELIPE, Israel José  and  DE SOUZA FIGUEIREDO, Guilherme Lúcio. WHAT MAKES CROWDFUNDING CAMPAIGNS SUCCESSFUL?. Innovar [online]. 2021, vol.31, n.81, pp.21-33.  Epub Aug 03, 2021. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v31n81.95570.

This research aimed to scrutinize which elements linked to the profile of crowdfunding projects may be critical for the success of this type of funding campaigns. The database considered in the research was provided by the Bookstart platform, in which a total of 151 funding campaigns were examined. Probit modeling was used to estimate the effect of the variables funding target, campaign exposure time, number of grants, and promised rewards on contribution exchanges on the success of campaigns. As an additional analysis, these variables were estimated via LASSC regression. The main results indicate that campaigns with higher financial goals are less successful. In contrast, campaigns with longer exposure times, a larger number of supports, and those that offered a higher volume of rewards were more successful. Therefore, these elements should be considered instrumental for the success of crowdfunding campaigns and carefully managed by entrepreneurs, virtual platform managers, and contributors, since they have a direct impact on fundraising.

Keywords : Crowdfunding campaign; campaign success; collective enterprises; project profile.

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