Crafting a Persuasive Crowdfunding Campaign: The Effect of Big-5 Language Style on Crowdfunding Success

摘要

Crowdfunding platforms allow individuals to pitch an idea for a new product or service to the public in an attempt to obtain funding. Kickstarter is the most well-known example and it has exploded in popularity over the last few years. However, many of the projects pitched on Kickstarter do not successfully obtain funding. Using the five factor model personality model and IBM's Watson platform, we analyze the text of the project description and statement of risk of campaigns in the technology category of Kickstarter. We explore how the campaign description and video characteristics affect the successful obtainment of funding.