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Unravelling influential individual level factors during a crowdfunding campaign: insights from the ALS Ice Bucket Challenge

Unravelling influential individual level factors during a crowdfunding campaign: insights from the ALS Ice Bucket Challenge
Unravelling influential individual level factors during a crowdfunding campaign: insights from the ALS Ice Bucket Challenge
This study aims to identify the factors that drive sharing and donating in a viral crowdfunding campaign. Crowdfunding is a method of raising finance that allows founders of both for-profit and nonprofit social and cultural projects to request funding from multiple people. Using ALS (Amyotrophic Lateral Sclerosis) Ice Bucket Challenge as a case study, we explored the triggering factors for sharing content and donating money that resulted in the campaign's phenomenal success. The hybridity inherent across crowdfunding models has meant that there are diverse motivations and incentives for people to participate in a crowdfunding campaign. It is therefore important to understand what factors lead social media / online information to reach a wider audience in the shortest possible time. Following a literature review, a theoretical model of motivating factors was developed and tested through an online survey amongst 469 US participants. The results indicate significant relationships between those who participated / donated and the modelled factors. Personalization and message involvement are the strongest factors for sharing, whereas moral obligation to donate is strongest for donating. By examining the factors that are responsible for sharing and donating simultaneously, we provide a comprehensive assessment of the motivating factors for the campaign's success.

ALS ice bucket challenge, Charity, Crowdfunding, Donations, Sharing, Virality
0040-1625
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Prabhakar, Guru
51b623ea-f92c-45f6-8f60-95ec4ff6e892
Bourlakis, Michael
8d09b9ff-fc0b-479b-b847-de51f0a08b4a
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Prabhakar, Guru
51b623ea-f92c-45f6-8f60-95ec4ff6e892
Bourlakis, Michael
8d09b9ff-fc0b-479b-b847-de51f0a08b4a

Nisar, Tahir, Prabhakar, Guru and Bourlakis, Michael (2021) Unravelling influential individual level factors during a crowdfunding campaign: insights from the ALS Ice Bucket Challenge. Technological Forecasting and Social Change, [121342]. (doi:10.1016/j.techfore.2021.121342).

Record type: Article

Abstract

This study aims to identify the factors that drive sharing and donating in a viral crowdfunding campaign. Crowdfunding is a method of raising finance that allows founders of both for-profit and nonprofit social and cultural projects to request funding from multiple people. Using ALS (Amyotrophic Lateral Sclerosis) Ice Bucket Challenge as a case study, we explored the triggering factors for sharing content and donating money that resulted in the campaign's phenomenal success. The hybridity inherent across crowdfunding models has meant that there are diverse motivations and incentives for people to participate in a crowdfunding campaign. It is therefore important to understand what factors lead social media / online information to reach a wider audience in the shortest possible time. Following a literature review, a theoretical model of motivating factors was developed and tested through an online survey amongst 469 US participants. The results indicate significant relationships between those who participated / donated and the modelled factors. Personalization and message involvement are the strongest factors for sharing, whereas moral obligation to donate is strongest for donating. By examining the factors that are responsible for sharing and donating simultaneously, we provide a comprehensive assessment of the motivating factors for the campaign's success.

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PaperCrowdfundDonat_TFSC 2nd Revised version August 2021 (2) - Accepted Manuscript
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More information

Accepted/In Press date: 21 September 2021
Published date: 13 November 2021
Additional Information: Publisher Copyright: © 2021
Keywords: ALS ice bucket challenge, Charity, Crowdfunding, Donations, Sharing, Virality

Identifiers

Local EPrints ID: 451791
URI: http://eprints.soton.ac.uk/id/eprint/451791
ISSN: 0040-1625
PURE UUID: bd729403-d58a-4931-b337-0a3651611668
ORCID for Tahir Nisar: ORCID iD orcid.org/0000-0003-2240-5327

Catalogue record

Date deposited: 27 Oct 2021 16:32
Last modified: 17 Mar 2024 06:51

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Contributors

Author: Tahir Nisar ORCID iD
Author: Guru Prabhakar
Author: Michael Bourlakis

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