JOURNAL ARTICLE

The Effects of Multimodal Elements on Success in Kickstarter Crowdfunding Campaigns.

  • Published In: Journal of Business & Technical Communication, 2023, v. 37, n. 1. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Carradini, Stephen; Fleischmann, Carolin 3 of 3

Abstract

This article examines the role of multimodal elements—such as images, links, gifs, videos, and galleries—in Kickstarter crowdfunding campaigns to identify characteristics associated with campaign success. Analyzing 294,593 campaigns, the study finds that successful campaigns tend to include more images, links, and project videos, which significantly increase the odds of success, while gifs and project galleries do not positively impact outcomes. The findings suggest that integrating multiple multimodal elements creates a more effective, cohesive pitch, reflecting well-developed ideas and enhancing credibility, though the effectiveness of specific elements may vary by campaign category. These results provide practical guidance for entrepreneurs and contribute to theoretical understanding of multimodality in digital business communication genres.

Additional Information

  • Source:Journal of Business & Technical Communication. 2023/01, Vol. 37, Issue 1, p1
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2023
  • ISSN:1050-6519
  • DOI:10.1177/10506519221121699
  • Accession Number:160110746
  • Copyright Statement:Copyright of Journal of Business & Technical Communication is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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