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Managerial Responses and Customer Engagement in Crowdfunding

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  • Yan Song

    (School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China
    Research Center on Fictitious Economy and Data Science, Chinese Academy of Sciences, Beijing 100190, China
    Key Laboratory of Big Data Mining and Knowledge Management, Chinese Academy of Sciences, Beijing 100190, China)

  • Xin Tian

    (School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China
    Research Center on Fictitious Economy and Data Science, Chinese Academy of Sciences, Beijing 100190, China
    Key Laboratory of Big Data Mining and Knowledge Management, Chinese Academy of Sciences, Beijing 100190, China)

Abstract

Despite the widespread recognition of the importance of customer behavior in crowdfunding performance, empirical research concerning the importance of managerial responses in user-generated content is scarce. How do managerial responses affect backers’ comments? Does user-generated content affect following backers’ behavior? Using a dataset of backers’ comments and creators’ managerial responses from Kickstarter.com, we attempt to clarify the relationships among creator responses to comments, comment volume, linguistic features of comment text and crowdfunding performance. Our results show creator responses have a significant positive effect on customer engagement and crowdfunding performance. Moreover, creator response is an effective advertising strategy to improve crowdfunding performance.

Suggested Citation

  • Yan Song & Xin Tian, 2020. "Managerial Responses and Customer Engagement in Crowdfunding," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3389-:d:348518
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    References listed on IDEAS

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