Journal
JOURNAL OF BUSINESS RESEARCH
Volume 117, Issue -, Pages 6-18Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2020.05.008
Keywords
Multimedia; Crowdfunding; Cognitive load; Overshadowing effect
Categories
Funding
- Fundamental Research Funds for the Central Universities of China [JS2019HGXJ0019, XC2018JZSZ02]
- Social Sciences and Humanities Research Council (SSHRC) (SSHRC) [430-2017-00610]
Ask authors/readers for more resources
This study aims to explore the moderating effect of the number of images and videos on the relationship between text length in crowdfunding campaign descriptions and crowdfunding outcomes. We use data from 13,622 technology campaigns on the Kickstarter website to test our hypotheses. The findings indicate that an increased number of images and videos improves fundraising performance but weakens the positive effect of description length on the fundraising performance of technology campaigns. In other words, on the Kickstarter website, we find an overshadowing effect between multimedia. The term overshadowing effect proposed in this paper suggests that redundant media can obscure the effect of other media in working memory. This study is among the first to explore the interaction between multimedia types from the theoretical perspective of cognitive load.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available