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The effects of brand prominence and narrative features on crowdfunding success for entrepreneurial aftermarket enterprises

机译:品牌突出与叙事特征对创业售后市场企业众区成功的影响

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This study examines how small, entrepreneurial enterprises can design crowdfunding projects for their aftermarket offerings. Drawing from signaling theory and the elaboration likelihood model, we investigate the direct and interactive effects of brand prominence (i.e., conspicuous display of a brand name in project titles and descriptions) and narrative features (i.e., language styles and narrative length) on funding success of crowdfunding projects by entrepreneurial aftermarket enterprises. Analysis of data from 343 crowdfunding projects shows the positive influence of brand prominence, language style, and narrative length on funding success. Findings also show that brand prominence increases the effects of language styles and narrative length on funding success. Based on these findings, we identify multiple theoretical contributions and directions for future research as well as practical recommendations for entrepreneurial aftermarket enterprises on designing crowdfunding projects.
机译:本研究审查了如何为其售后市场提供众多企业企业的企业。从信令理论和阐述似然模型中绘制,研究品牌突出的直接和互动效果(即项目标题和描述中的品牌名称,即语言样式和叙事长度)的直接和互动效果(即语言风格和叙事长度)企业家售后企业占领项目。 343人群资产项目的数据分析显示了品牌突出,语言风格和叙事长度对资金成功的积极影响。调查试还表明品牌突出提高了语言风格和叙事长度对资金成功的影响。基于这些调查结果,我们确定了对未来研究的多种理论贡献和方向,以及在设计众筹项目的企业售后市场企业的实用建议。

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