Let's Get Together and Make a Difference: Experiencing a Community in Donation-Based Crowdfunding
This research shows that activating community perception in donation-based crowdfunding campaigns increases donation giving. The effect is mediated by prospective donors' sense of connectedness to other donors. The effect is stronger when prospective donors experience fear of social exclusion and is attenuated when they feel socially secure.
Danit Ein-Gar (2018) ,"Let's Get Together and Make a Difference: Experiencing a Community in Donation-Based Crowdfunding", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 532-533.
Danit Ein-Gar, Tel Aviv University, Israel
NA - Advances in Consumer Research Volume 46 | 2018
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