Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success

Although recent evidence has found support for the importance of social media in communicating specific messages between venture founders and their target audience, there remains a relative paucity of research regarding how specific temporal elements of social media activity are related to key ventu...

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Autores principales:	Marcus T. Wolfe, Pankaj C. Patel, Andrew S. Manikas
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Crowdfunding Social media Twitter Unpredictability Venture finance History of scholarship and learning. The humanities AZ20-999 Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/b7552d1aa4dd47b487d1ddc9da579670
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spelling	oai:doaj.org-article:b7552d1aa4dd47b487d1ddc9da5796702021-11-28T04:34:58ZShock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success2444-569X10.1016/j.jik.2021.06.002https://doaj.org/article/b7552d1aa4dd47b487d1ddc9da5796702021-10-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2444569X21000317https://doaj.org/toc/2444-569XAlthough recent evidence has found support for the importance of social media in communicating specific messages between venture founders and their target audience, there remains a relative paucity of research regarding how specific temporal elements of social media activity are related to key venture development outcomes. In this context, the current study draws on the conceptual framework of shock advertising to understand how louder (i.e., an increasing number of tweets) and unpredictable (i.e., tweets at non-standard times) Twitter activity can improve the odds of crowdfunding success. Using a sample of Kickstarter projects between 2009 and 2018 and cross-sectional regressions (ordinary least squares and the logit model), we find that the odds of meeting goals increase 1.24 times with each percentage increase in tweets, relative to tweets in the project-category-year. The odds of success increase further with an increase in the unpredictability and number of project-category-year adjusted tweets. In an era when standing out in the social media is increasingly challenging, our findings have implications for managing social media messages during crowdfunding campaigns.Marcus T. WolfePankaj C. PatelAndrew S. ManikasElsevierarticleCrowdfundingSocial mediaTwitterUnpredictabilityVenture financeHistory of scholarship and learning. The humanitiesAZ20-999Social sciences (General)H1-99ENJournal of Innovation & Knowledge, Vol 6, Iss 4, Pp 246-256 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Crowdfunding Social media Twitter Unpredictability Venture finance History of scholarship and learning. The humanities AZ20-999 Social sciences (General) H1-99
spellingShingle	Crowdfunding Social media Twitter Unpredictability Venture finance History of scholarship and learning. The humanities AZ20-999 Social sciences (General) H1-99 Marcus T. Wolfe Pankaj C. Patel Andrew S. Manikas Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success
description	Although recent evidence has found support for the importance of social media in communicating specific messages between venture founders and their target audience, there remains a relative paucity of research regarding how specific temporal elements of social media activity are related to key venture development outcomes. In this context, the current study draws on the conceptual framework of shock advertising to understand how louder (i.e., an increasing number of tweets) and unpredictable (i.e., tweets at non-standard times) Twitter activity can improve the odds of crowdfunding success. Using a sample of Kickstarter projects between 2009 and 2018 and cross-sectional regressions (ordinary least squares and the logit model), we find that the odds of meeting goals increase 1.24 times with each percentage increase in tweets, relative to tweets in the project-category-year. The odds of success increase further with an increase in the unpredictability and number of project-category-year adjusted tweets. In an era when standing out in the social media is increasingly challenging, our findings have implications for managing social media messages during crowdfunding campaigns.
format	article
author	Marcus T. Wolfe Pankaj C. Patel Andrew S. Manikas
author_facet	Marcus T. Wolfe Pankaj C. Patel Andrew S. Manikas
author_sort	Marcus T. Wolfe
title	Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success
title_short	Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success
title_full	Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success
title_fullStr	Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success
title_full_unstemmed	Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success
title_sort	shock and awe: loudness and unpredictability in twitter messages and crowdfunding campaign success
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/b7552d1aa4dd47b487d1ddc9da579670
work_keys_str_mv	AT marcustwolfe shockandaweloudnessandunpredictabilityintwittermessagesandcrowdfundingcampaignsuccess AT pankajcpatel shockandaweloudnessandunpredictabilityintwittermessagesandcrowdfundingcampaignsuccess AT andrewsmanikas shockandaweloudnessandunpredictabilityintwittermessagesandcrowdfundingcampaignsuccess
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Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success

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