The power of collective endorsements: Credibility factors in medical crowdfunding campaigns

Jennifer G. Kim, Ha Kyung Kong, Karrie Karahalios, Wai Tat Fu, Hwajung Hong

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Traditional medical fundraising charities have been relying on third-party watchdogs and carefully crafting their reputation over time to signal their credibility to potential donors. As medical fundraising campaigns migrate to online platforms in the form of crowdfunding, potential donors can no longer rely on the organization's traditional methods for achieving credibility. Individual fundraisers must establish credibility on their own. Potential donors, therefore, seek new factors to assess the credibility of crowdfunding campaigns. In this paper, we investigate current practices in assessing the credibility of online medical crowdfunding campaigns. We report results from a mixed-methods study that analyzed data from social media and semi-structured interviews. We discovered eleven factors associated with the perceived credibility of medical crowdfunding. Of these, three communicative/emotional factors were unique to medical crowdfunding. We also found a distinctive validation practice, the collective endorsement. Close-connections' online presence and external online communities come together to form this collective endorsement in online medical fundraising campaigns. We conclude by describing how fundraisers can leverage collective endorsements to improve their campaigns' perceived credibility.

Original languageEnglish (US)
Title of host publicationCHI 2016 - Proceedings, 34th Annual CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
Pages4538-4549
Number of pages12
ISBN (Electronic)9781450333627
DOIs
StatePublished - May 7 2016
Event34th Annual Conference on Human Factors in Computing Systems, CHI 2016 - San Jose, United States
Duration: May 7 2016May 12 2016

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Other

Other34th Annual Conference on Human Factors in Computing Systems, CHI 2016
CountryUnited States
CitySan Jose
Period5/7/165/12/16

Keywords

  • Credibility
  • Crowdfunding
  • Medical fundraising

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

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