IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v38y2021i2p492-500.html
   My bibliography  Save this article

Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance

Author

Listed:
  • Robiady, Nurlita Devian
  • Windasari, Nila Armelia
  • Nita, Arfenia

Abstract

Crowdfunding has become a key approach in connecting people and equality distribution mechanisms. Digitalization enables various crowdfunding platforms to be built online for different purposes, one of those being donation crowdfunding for social purposes. To capture attention and obtain sufficient donations, customer engagement is a key focus for these platforms. To engage customer emotion and cognition, social crowdfunding content must be captivating. Storytelling techniques are one of the most popular approaches in creating engaging content. It is essential to explore the relationship between storytelling, customer engagement, and successful achievement of donations. This research explores the different effects of direct vs. indirect storytelling techniques on social-issue crowdfunding campaigns. Data from a crowdfunding platform suggest that storytelling techniques have a significant positive effect on customer engagement and donation performance, particularly the direct storytelling technique. However, customer engagement does not serve as a mediator between storytelling and donation performance. This study fills the research gap regarding digital customer engagement, particularly in the social purpose context. The theoretical and practical implications are also discussed.

Suggested Citation

  • Robiady, Nurlita Devian & Windasari, Nila Armelia & Nita, Arfenia, 2021. "Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 492-500.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:2:p:492-500
    DOI: 10.1016/j.ijresmar.2020.03.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811620300288
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2020.03.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Giancarlo Giudici & Massimiliano Guerini & Cristina Rossi-Lamastra, 2018. "Reward-based crowdfunding of entrepreneurial projects: the effect of local altruism and localized social capital on proponents’ success," Small Business Economics, Springer, vol. 50(2), pages 307-324, February.
    2. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    3. van Laer, Tom & Feiereisen, Stephanie & Visconti, Luca M., 2019. "Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect," Journal of Business Research, Elsevier, vol. 96(C), pages 135-146.
    4. Olena Havrylchyk, 2018. "Regulatory framework for the loan-based crowdfunding platforms," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) hal-03201936, HAL.
    5. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    6. Kaplan, Steven, 1989. "The effects of management buyouts on operating performance and value," Journal of Financial Economics, Elsevier, vol. 24(2), pages 217-254.
    7. Mollick, Ethan, 2014. "The dynamics of crowdfunding: An exploratory study," Journal of Business Venturing, Elsevier, vol. 29(1), pages 1-16.
    8. Endrit Kromidha & Paul Robson, 2016. "Social identity and signalling success factors in online crowdfunding," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 28(9-10), pages 605-629, October.
    9. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    10. Vincenzo Butticè & Massimo G. Colombo & Mike Wright, 2017. "Serial Crowdfunding, Social Capital, and Project Success," Entrepreneurship Theory and Practice, , vol. 41(2), pages 183-207, March.
    11. Gorry, G. Anthony & Westbrook, Robert A., 2011. "Can you hear me now? Learning from customer stories," Business Horizons, Elsevier, vol. 54(6), pages 575-584.
    12. Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
    13. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    14. Vijay Viswanathan & Linda D. Hollebeek & Edward C. Malthouse & Ewa Maslowska & Su Jung Kim & Wei Xie, 2017. "The Dynamics of Consumer Engagement with Mobile Technologies," Service Science, INFORMS, vol. 9(1), pages 36-49, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Das, Gopal & van Esch, Patrick & Jain, Shailendra Pratap & Cui, Yuanyuan (Gina), 2023. "Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 865-880.
    2. Deri Maria Grazia & D’Acunto David & Lemmi Enrica, 2023. "Crowdfunding in the accommodation realm and pandemic times: The resilient case of CleanBnB," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 13(1), pages 80-96, December.
    3. Feng Chen & Jian Ding & Mochou Li & Bingqing Wang, 2021. "From self‐entertainment to being appreciated: how does social media transfer talent to business?," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 61(5), pages 6113-6146, December.
    4. Maiolini, Riccardo & Cappa, Francesco & Franco, Stefano & Quaratino, Giovanni Raimondo, 2024. "The impact of sustainable development goals in lending-based prosocial crowdfunding: A topic modeling analysis on the kiva platform," International Review of Financial Analysis, Elsevier, vol. 95(PB).
    5. Yuan, Ruizhi & Chen, Yanyan & Mandler, Timo, 2024. "It takes two to tango: The role of interactivity in enhancing customer engagement on sharing economy platforms," Journal of Business Research, Elsevier, vol. 178(C).
    6. Fang, Xing, 2022. "Why we hide good deeds? The selfless and anonymous donation behavior in crowdfunding," Technology in Society, Elsevier, vol. 71(C).
    7. Gao, Yongqiang & Cai, Yaohan, 2024. "In help-seekers' shoes: First-person pronouns entitled charitable fundraising campaigns and individual donating behavior in China," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Moy, Naomi & Chan, Ho Fai & Septianto, Felix & Mathmann, Frank & Torgler, Benno, 2024. "Confidence is Good? too Much, not so Much: Exploring the effects on crowdfunding success," Journal of Business Research, Elsevier, vol. 182(C).
    10. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
    11. Dinh, Jeannette Mai & Isaak, Andrew Jay & Yahyaoui, Yasmine, 2024. "Investing for good – Uncovering crowd investors' motivations to participate in sustainability-oriented crowdlending," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    12. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    13. Karolina Kaczorowska & Jodie Conduit & Steven Goodman, 2024. "Engaging through storytelling: the interplay of engagement with a story, cause, and charity," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 265-292, May.
    14. Yuanyuan Zhou & Zhuoying Fei & Yuanqiong He & Zhilin Yang, 2022. "How Human–Chatbot Interaction Impairs Charitable Giving: The Role of Moral Judgment," Journal of Business Ethics, Springer, vol. 178(3), pages 849-865, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lingfei Deng & Qiang Ye & DaPeng Xu & Wenjun Sun & Guangxin Jiang, 2022. "A literature review and integrated framework for the determinants of crowdfunding success," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-70, December.
    2. Shneor, Rotem & Zhao, Liang & Fabian Michael Goedecke, Jann, 2023. "On relationship types, their strength, and reward crowdfunding backer behavior," Journal of Business Research, Elsevier, vol. 154(C).
    3. Shuangfa Huang & David Pickernell & Martina Battisti & Thang Nguyen, 2022. "Signalling entrepreneurs’ credibility and project quality for crowdfunding success: cases from the Kickstarter and Indiegogo environments," Small Business Economics, Springer, vol. 58(4), pages 1801-1821, April.
    4. Clark, Moira K. & Lages, Cristiana Raquel & Hollebeek, Linda D., 2020. "Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm," Journal of Business Research, Elsevier, vol. 121(C), pages 549-556.
    5. Cai, Wanxiang & Polzin, Friedemann & Stam, Erik, 2021. "Crowdfunding and social capital: A systematic review using a dynamic perspective," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    6. Francesca Di Pietro & Francesca Masciarelli, 2022. "The Effect of Local Religiosity on Financing Cross-Regional Entrepreneurial Projects Via Crowdfunding (Local Religiosity and Crowdfinancing)," Journal of Business Ethics, Springer, vol. 178(2), pages 429-443, June.
    7. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    8. Lihuan Guo & Wei Wang & Yenchun Jim Wu & Mark Goh, 2021. "How much do social connections matter in fundraising outcomes?," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 7(1), pages 1-23, December.
    9. Yasar, Burze & Sevilay Yılmaz, Işıl & Hatipoğlu, Nurullah & Salih, Aslıhan, 2022. "Stretching the success in reward-based crowdfunding," Journal of Business Research, Elsevier, vol. 152(C), pages 205-220.
    10. Zheng, Run & Li, Zhuyuan & Na, Sanggyun, 2022. "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    12. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    13. Rather, Raouf Ahmad & Raisinghani, Manju & Gligor, David & Parrey, Shakir Hussain & Russo, Ivan & Bozkurt, Sıddık, 2023. "Examining tourist citizenship behaviors through affective, cognitive, behavioral engagement and reputation: Symmetrical and asymmetrical approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Helen Bollaert & Gaël Leboeuf & Armin Schwienbacher, 2020. "The narcissism of crowdfunding entrepreneurs," Small Business Economics, Springer, vol. 55(1), pages 57-76, June.
    15. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Tafesse, Wondwesen, 2021. "Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success," Journal of Business Research, Elsevier, vol. 127(C), pages 252-263.
    18. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    19. Anna Prisco & Valerio Muto & Ciro Troise & Mario Tani, 2022. "How to Engage the Crowds to Create Value? Evidence from the Pathfinder Arena Case," Sustainability, MDPI, vol. 14(7), pages 1-22, April.
    20. Schivinski, Bruno, 2021. "Eliciting brand-related social media engagement: A conditional inference tree framework," Journal of Business Research, Elsevier, vol. 130(C), pages 594-602.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:38:y:2021:i:2:p:492-500. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.