INCREASING CROWDFUNDING SUCCESS THROUGH SOCIAL MEDIA: THE IMPORTANCE OF REACH AND UTILISATION IN REWARD-BASED CROWDFUNDING

Abstract

The rising use of crowdfunding makes it important for project initiators to know how they can increase the likelihood of success of their crowdfunding campaign. The effects of using social media, although relatively easy to do via most crowdfunding platforms, have not yet been analysed in greater detail in scientific research. We address this research gap by investigating the effects of social media reach and utilisation on measures of reward-based crowdfunding success, based on an analysis of 230 projects from the crowdfunding platform wemakeit. Our results show that social media reach via the number of social media accounts that belong to the project and the number of accounts that belong to the project initiator increases the number of investors and the percentage of the funding goal that is obtained. Furthermore, social media reach via the size of the projects’ and the individuals’ social networks has not been found to be important for crowdfunding success. Social media utilisation in regard to the amount of content shared is found to be positively associated with crowdfunding success.