Mix with the crowd? Craft‐based campaigns and the value of distinctiveness in campaign success
Marcus T. Wolfe,
Daniel Blaseg,
Pankaj C. Patel
et al.
Abstract:Research SummaryDistinctiveness is an essential element of crafts. Building on optimal distinctiveness theory, we examine the relationship between craft‐based ventures, distinctiveness, and crowdfunding performance. Using a sample of 10,915 craft campaigns and 429,290 non‐craft campaigns, we find that craft‐based campaigns have higher distinctiveness but realize lower success through distinctiveness. Additionally, craft‐based campaigns with a higher risk index have lower distinctiveness, those with higher stra… Show more
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