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Article

Managerial Responses and Customer Engagement in Crowdfunding

by 1,2,3 and 1,2,3,*
1
School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China
2
Research Center on Fictitious Economy and Data Science, Chinese Academy of Sciences, Beijing 100190, China
3
Key Laboratory of Big Data Mining and Knowledge Management, Chinese Academy of Sciences, Beijing 100190, China
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(8), 3389; https://doi.org/10.3390/su12083389
Received: 14 March 2020 / Revised: 11 April 2020 / Accepted: 17 April 2020 / Published: 21 April 2020
(This article belongs to the Section Economic and Business Aspects of Sustainability)
Despite the widespread recognition of the importance of customer behavior in crowdfunding performance, empirical research concerning the importance of managerial responses in user-generated content is scarce. How do managerial responses affect backers’ comments? Does user-generated content affect following backers’ behavior? Using a dataset of backers’ comments and creators’ managerial responses from Kickstarter.com, we attempt to clarify the relationships among creator responses to comments, comment volume, linguistic features of comment text and crowdfunding performance. Our results show creator responses have a significant positive effect on customer engagement and crowdfunding performance. Moreover, creator response is an effective advertising strategy to improve crowdfunding performance. View Full-Text
Keywords: user-generated content; customer comments; managerial responses; crowdfunding user-generated content; customer comments; managerial responses; crowdfunding
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MDPI and ACS Style

Song, Y.; Tian, X. Managerial Responses and Customer Engagement in Crowdfunding. Sustainability 2020, 12, 3389. https://doi.org/10.3390/su12083389

AMA Style

Song Y, Tian X. Managerial Responses and Customer Engagement in Crowdfunding. Sustainability. 2020; 12(8):3389. https://doi.org/10.3390/su12083389

Chicago/Turabian Style

Song, Yan, and Xin Tian. 2020. "Managerial Responses and Customer Engagement in Crowdfunding" Sustainability 12, no. 8: 3389. https://doi.org/10.3390/su12083389

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