Abstract Trust is critical for successful participation in online marketplaces. In crowdfunding, fundraisers seek to win the trust of potential supporters towards contributing to their projects despite risks of non-delivery or deviations from campaign promises. This study explores how cultural differences in social trust proclivities influence reward crowdfunding campaign design and success. Specifically, we analyze data about 700 campaigns from a relatively high social trust society (HTS) – Finland, and 700 campaigns from a relatively low social trust society (LTS) – Poland. We find that sharing campaign information via social media is positively associated with campaign success in both contexts. Building on the Elaboration Likelihood Model, we show that central route cues to persuasion are more prevalent in campaigns from LTS vs. HTS, and that some peripheral cues are more prevalent in campaigns from HTS than LTS. Finally, we find partial support that central route cues are more important for campaign success in LTS.


    Access

    Access via TIB


    Export, share and cite



    Title :

    The role of social trust in reward crowdfunding campaigns’ design and success



    Published in:

    Publication date :

    2021




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    English



    Classification :

    BKL:    83.72 Verkehrswirtschaft / 85.40 Marketing



    Feature subset selection for predicting the success of crowdfunding project campaigns

    Ryoba, Michael J. / Qu, Shaojian / Zhou, Yongyi | Online Contents | 2020


    The recipe of successful crowdfunding campaigns

    Koch, Jascha-Alexander / Siering, Michael | Online Contents | 2019


    Pricing strategies in reward-based crowdfunding: Whether to introduce price guarantee?

    Sun, Yanhong / Sheng, Yiyun / Yan, Shuai et al. | Elsevier | 2023


    Implications of warm-glow effect and risk aversion in reward-based crowdfunding

    Xu, Lei / Li, Dahui / Chiu, Chun-Hung et al. | Elsevier | 2022