Publication Type
Conference Proceeding Article
Version
publishedVersion
Publication Date
5-2022
Abstract
Voiceover narration is a production technique commonly used in reward-based crowdfunding videos. We posit that in these videos, hearing more narrator voices describing the crowdfunding product can systematically influence consumers’ attention and processing of the message, thereby facilitating persuasion. We employed a multi-method approach, including experimentation, natural language processing, text mining, and machine learning. Results across four studies—including real-world datasets and controlled experiments—show that the effect (1) has consequential, economic implications in a real-world marketplace, (2) is more pronounced when the message is easier to comprehend, and (3) is more pronounced when consumers have the capacity to process the narrated message. Substantive and theoretical implications are discussed.
Keywords
Crowdfunding, Video, Persuasion
Discipline
Marketing | Organizational Behavior and Theory
Research Areas
Operations Management; Marketing; Strategy and Organisation; Organisational Behaviour and Human Resources
Publication
Proceedings of the 51st Annual Conference of The European Marketing Academy, Budapest, Hungary, 2022 May 24-27
Volume
51
Publisher
European Marketing Academy
City or Country
Hungary
Citation
CHANG, Hannah H.; MUKHERJEE, Anirban; and CHATTOPADHYAY, Amitava.
Designing persuasive crowdfunding videos. (2022). Proceedings of the 51st Annual Conference of The European Marketing Academy, Budapest, Hungary, 2022 May 24-27. 51,.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7133
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Comments
http://proceedings.emac-online.org/pdfs/A2022-107605.pdf