Abstract

To successfully raise money using crowdfunding, it is important for a campaign to communicate ideas or products effectively to the potential backers. One of the lesser explored but powerful components of a crowdfunding campaign is the campaign video. To better understand how videos affect campaign outcomes, we analyzed videos from 210 Kickstarter campaigns across three different project categories. In a mixed-methods study, we asked 3150 Amazon Mechanical Turk (MTurk) workers to evaluate the campaign videos. We found six recurrent factors from a qualitative analysis as well as quantitative analysis. Analysis revealed product related and video related factors that were predictive of the final outcome of campaigns over and above the static project representation features identified in previous studies. Both the qualitative and quantitative analysis showed that videos influenced perception differently for projects in different categories, and the differential perception was important for predicting successes of the projects. For example, in technology campaigns, projects perceived to have a lower level of complexity were more likely to be successful; but in design and fashion campaigns, projects perceived to have a higher level of complexity - which perhaps reflected craftsmanship - were more likely to be successful. We conclude with design implications to better support the video making process.

Original languageEnglish (US)
Title of host publicationCSCW 2017 - Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing
PublisherAssociation for Computing Machinery
Pages755-769
Number of pages15
ISBN (Electronic)9781450343350
DOIs
StatePublished - Feb 25 2017
Event2017 ACM Conference on Computer Supported Cooperative Work and Social Computing, CSCW 2017 - Portland, United States
Duration: Feb 25 2017Mar 1 2017

Publication series

NameProceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW

Other

Other2017 ACM Conference on Computer Supported Cooperative Work and Social Computing, CSCW 2017
CountryUnited States
CityPortland
Period2/25/173/1/17

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Keywords

  • Campaign videos
  • Crowdfunding
  • Crowdsourced feedback
  • Persuasion theory

ASJC Scopus subject areas

  • Software
  • Computer Networks and Communications
  • Human-Computer Interaction

Cite this

Dey, S., Karahalios, K. G., Duff, B., & Fu, W-T. (2017). The art and science of persuasion: Not all crowdfunding campaign videos are the same. In CSCW 2017 - Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing (pp. 755-769). (Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW). Association for Computing Machinery. https://doi.org/10.1145/2998181.2998229