Recent discussions on success factors on crowdfunding campaigns highlight a plentitude of diverse factors that stem from different, partly contradicting theories. We focus on campaign videos and assume more than one way of creating a successful crowdfunding video. We generate data of 1000 randomly chosen Kickstarter projects from the technology and design domain and analyze those 715 campaigns that contain a video applying a fuzzy-set configuration analysis. Our results suggest that there are indeed several configurations of elements in videos that are correlated with different levels of success (equifinality) and that conditions leading to success are conceptually different from failure (causal asymmetry).
Lomberg, Carina; Li-Ying, Jason; and Alkaersig, Lars
"A CONFIGURATIONAL ANALYSIS OF SUCCESS FACTORS IN CROWDFUNDING VIDEO CAMPAIGNS,"
Frontiers of Entrepreneurship Research: Vol. 37
, Article 3.
Available at: https://digitalknowledge.babson.edu/fer/vol37/iss2/3