Academic SeminarTiming of Promotion for Charity Crowdfunding Projects: An Empirical Study of The Role of Mid-Period Momentum
- 2018-10-11 ~ 2018-10-11
- Building 9, 7th #9708
- School of Management Engineering
We would like to invite you to participate in Management Engineering(ME) Seminar.
1. When: October 11th (Thursday), 16:00~17:20
2. Where: 9708 lecture room
3. Speaker: Prof. JaeHong Park (Kyunghee University)
4. Topic: Timing of Promotion for Charity Crowdfunding Projects: An Empirical Study of The Role of Mid-Period
5. Research field: IT Management
* Lecture will be delivered in Korean
Given the serve competitions among charity fundraising platforms, around 50% of crowdfunding projects have failed to meet their goals of obtaining the targeted amount of money. Charity crowdfunding platform managers need to increase the prospective donor’s awareness to their charity project success. One way to increase their visibility and attract the attention of potential donors is for them to locate their projects on “featured slots” (e.g., top pages of project lists) on a fundraising platform website. While previous studies showed that the promotion of featured projects via online platforms may influence fundraising success, little is known yet about how the dynamics of the promotion in the featured slots influences the amount of pledged money for charity fundraising projects over time. Also, while few studies showed the U-shape pattern of projects, what has been lacking is to show why crowdfunding projects have a U-shaped dynamic pattern. To answer these questions, we empirically show that promoting crowdfunding projects during the middle period would obtain more pledges. This results in the U-shaped dynamic pattern, which, eventually, leads to the crowdfunding project’s success. Thus, the goal of this study is to help charity crowdfunding platform managers design strategies to get more pledges and improve the odds of success of charity crowdfunding projects.