Kickstarter众筹活动中多模式因素对成功的影响

IF 1.8 2区文学 Q3 BUSINESS

Journal of Business and Technical Communication Pub Date : 2022-08-29 DOI:10.1177/10506519221121699

Stephen Carradini, Carolin Fleischmann

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引用次数: 0

摘要

本文调查了Kickstarter平台上众筹活动的多模式元素——图像、链接、gif、视频和画廊，以了解成功活动的特点。作者收集了327586个活动页面，分析了成功和失败活动的多模式要素。他们发现，与失败的活动相比，成功的活动以更多的图片、链接和gif为特色，并且更频繁地包含项目视频。图片、链接和项目视频的存在对成功有积极影响，而gif和项目画廊则没有。这些发现为商业传播者提供了实践指导，发展了Kickstarter研究的理论方面，并用更大的数据集验证了之前的发现。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effects of Multimodal Elements on Success in Kickstarter Crowdfunding Campaigns

This article investigates multimodal elements—images, links, gifs, videos, and galleries—of crowdfunding campaigns on the platform Kickstarter to develop an understanding of characteristics of successful campaigns. The authors scraped 327,586 campaign pages, analyzing the multimodal elements of successful and unsuccessful campaigns. They found that successful campaigns featured more images, links, and gifs and more frequently included a project video than did unsuccessful campaigns. Images, links, and the presence of a project video had a positive impact on success while gifs and project galleries did not. These findings give business communicators practical guidance, develop theoretical aspects of Kickstarter research, and validate previous findings with a larger data set.

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来源期刊

Journal of Business and Technical Communication Multiple-

CiteScore

5.10

自引率

18.20%

发文量

期刊介绍： JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.