“…Constructing a campaign involves taking decisions regarding many factors: the rewards offered (Colombo, Franzoni and Rossi‐Lamastra, 2015; Du, Li and Wang, 2018; Sewaid, Garcia‐Cestona and Silaghi, 2021), prices (Hu, Li and Shi, 2015; Schwienbacher, 2018), pitch style (Anglin et al ., 2018b; Johan and Zhang, 2020; Parhankangas and Renko, 2017) and media content (Courtney, Dutta and Li, 2017; Scheaf et al ., 2018). It seems natural to expect that prior campaign launching experience might help when developing the current campaign (Butticè, Colombo and Wright, 2017; Sewaid, Parker and Kaakeh, 2021; Yang and Hahn, 2015).…”