University of Twente Student Theses
Exploring the relationship between engagement and total contributions in crowdfunding campaigns
Heun, Florin (2024) Exploring the relationship between engagement and total contributions in crowdfunding campaigns.
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| Abstract: | Philanthropic crowdfunding has emerged as a vital source of capital for entrepreneurs, as traditional sources of funding are difficult to obtain. With online platforms like GoFundMe becoming increasingly popular, understanding the factors that influence campaign success is crucial. The aim of this study is to examine the impact engagement metrics, namely comments and social shares, have on the amount raised in campaigns. Moveover, the study aims to understand how the relationship between these metrics and the amount raised is mediated by the campaign duration. Using a dataset including 17,402 campaigns that have been scraped from the crowdfunding platform GoFundMe, we conducted correlation, regression and moderation analyses to explore these relationships. The findings reveal that social shares have a significant positive relationship with the amount raised, while comments exhibit a more complex relationship, having a significant negative relationship with the amount raised. The control variables, namely campaign hearts and target amount, were found to be confounding variables, indicating their influence on the amount raised and engagement metrics. The moderation analyses show that longer campaign durations negatively impact the effectiveness of both comments and social shares. These results contribute to the theoretical understanding of crowdfunding dynamics by highlighting the importance of engagement and the diminishing returns of engagement over extended campaign durations. Practically, the study suggests that campaign creators should focus on maximizing early engagement and consider optimal campaign durations to enhance fundraising success. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100193 |
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