Celebrity Investors and the Success of Crowdfunding Campaigns

Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities' investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are...

Full description

Saved in:
Bibliographic Details
Published inJournal of current issues and research in advertising Vol. 42; no. 3; pp. 310 - 327
Main Authors Agnihotri, Arpita, Bhattacharya, Saurabh, Prasad, Satya
Format Journal Article
LanguageEnglish
Published Routledge 28.08.2021
Online AccessGet full text
ISSN1064-1734
2164-7313
DOI10.1080/10641734.2020.1819919

Cover

More Information
Summary:Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities' investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are congruent with their image, investors' intentions to invest in the projects increase. Furthermore, investors value celebrities' past project success information more than the product-celebrity image congruent information such that if a celebrity has a previous successful investment even in an incongruent product category, investors' intentions to invest in the project is still higher than a failed project in a product congruent category.
ISSN:1064-1734
2164-7313
DOI:10.1080/10641734.2020.1819919