The effects of framing messages and cause-related marketing on backing intentions in reward-based crowdfunding

Kuo, Ying‐Feng; Lin, Cathy S.; Liu, Li-Te

doi:10.1016/j.jretconser.2021.102799

Cited by 17 publications

(9 citation statements)

References 61 publications

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“…This is supported by a part of the crowdfunding literature (Defazio et al, 2021;Wu, Zhang, & Xiao, 2022;Yi et al, 2022), but most of the studies support "negative framing"; both for donation-based (Rhue & Robert, 2018) and reward-based crowdfunding (Chen et al, 2016;Kim et al, 2016;Kuo et al, 2022;Moradi & Dass, 2019;Yazdani et al, 2021). Using an online experiment, Kuo et al (2022) found that negative messages lead to more donations than positive ones. Guilt, to some extent, can increase donations .…”

Section: Emotional Reactionmentioning

confidence: 94%

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

Teunenbroek

Chiesa

Hesse

2023

Journal of Philanthropy and Marketing

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Which novelties do donation-and reward-based crowdfunding bring to philanthropy? Scholars interested in crowdfunding contributed to developing empirical explanations on which features impact online giving. However, the focus on theory building is limited. We developed a theoretical framework by categorizing the empirical findings reported in 198 studies, which resulted in four crowdfunding features impacting giving: (1) project creator, (2) social information,(3) rewards, and (4) project description. We explain why these features impact giving by integrating them with insights from several fields of social sciences, deriving ten giving mechanisms. We conclude that with impacting donations via crowdfunding, three giving themes exist: being affected by (1) the perceived project's quality, (2) social connections and/or (3) tangible rewards. The categorization of mechanisms for giving allows initiators to extract best practice examples for increasing the probability of successful crowdfunding projects considering the giving mechanisms.

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Section: Emotional Reactionmentioning

confidence: 94%

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

Teunenbroek

Chiesa

Hesse

2023

Journal of Philanthropy and Marketing

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“…Positive attribute framing is deployed to improve the persuasiveness of advertising messages (Kuo et al , 2022). This can affect consumers' attention and emotions toward new products by emphasizing the positive valence of new product attributes and the benefits of purchasing them.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…Numerous advertisements describe product attributes that influence consumers' evaluations of products (Jain et al , 2020; Jin et al , 2017; Kuo et al , 2022). The attributes of new products framed either positively or negatively in advertising can have varying effects on customers' comprehension, subsequently affecting their judgment and decisions (Levin et al , 1998).…”

Section: Introductionmentioning

confidence: 99%

More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness

Niu

Feng

Niu

2022

JRIM

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PurposeMany companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally new products (INPs) or really new products (RNPs).Design/methodology/approachContent analysis was conducted to identify the forms and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF, customer response and product newness.FindingsThis study has three main findings: (1) regardless of whether the new product is INP or RNP, there is an inverted U-shaped relationship between NPAF and consumer responses; (2) the inflection point of NPAF (INP) is greater than the inflection point of NPAF (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP.Originality/valueThis study sheds light on the effectiveness of attribute framing in new product advertising. Compared to previous research on attribute framing of advertising, this study is based on a realistic scenario in which multiple attributes are framed within a given advertisement copy. Furthermore, secondary data were used to test the impact of NPAF on consumer responses and further explore the effects of product newness.

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“…In the literature, the marketing potential of framing technologies is described for specific marketing tasks: creating a favorable image of an enterprise in the field of hotel and restaurant business [10], a cognitive approach to the formation of an enterprise strategy [11], attracting support for crowdfunding projects [12], territory branding management [13], response management consumers on brand actions based on their self-interpretation [14], promotion of sustainable development ideas [15], ensuring involvement and consumer interaction for the purpose of long-term financial well-being [16], etc.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The results turned out to be contradictory to Tanford's work, since it is precisely negative frames that cause a greater level of support. This provides an opportunity to redesign the approach concerning the representation of projects [12].…”

Section: Literature Reviewmentioning

confidence: 99%

Framing as a tool of influencer marketing in the management of marketing communications and brand representation

Oklander¹,

Chaikovska²,

Shkeda³

2022

Economics of Development

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Topicality of the selected issue is due to the change in the orientation of brand communications in the information space from rational economic goals and values to behavioral economic ones, as well as the probability of incorrect decoding of the information message by the recipient of the information. The aim was to create a model of representative marketing communications transition from the formation of meanings to the formation of trends by using framing as an impact marketing tool. To accomplish the tasks set, the work uses the selection of general scientific and special methods and techniques of scientific research, such as the method of semantic, morphological, comparative and critical analysis, the ontology construction method, system-structural and functional approaches, simulation modeling, etc. The brand phenomenon is considered from the point of view of social constructivism, as a result of which seven principles of brand existence in the concept of communications with society have been identified. Two types of frameworks, which are used when building a narrative in the context of representative brand actions, have been substantiated theoretically. The methodology for using these frameworks is considered from the position of marketing, logical, communicative and social metrics included extensional and intensional equalities, as a result of which a model, that allows determining the transformation of brand communications into meanings or trends and its trendy potential, has been built. The following framing tools have been analyzed and adapted for marketing purposes: Overton Window, Hallin’s Spheres, Opinion Corridor, Spiral of Silence, Echo Chamber and Epistemic Bubble. Reframing is considered from the point of view of culture, namely the processes of inculturation. The difference of approaches has been revealed and a model of the transition of using framing tools from constructing meanings to constructing trends has been built. This model allows to minimize the problem of incorrect decoding of information during representative and communicative actions of the brand

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The effects of framing messages and cause-related marketing on backing intentions in reward-based crowdfunding

Cited by 17 publications

References 61 publications

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding

More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness

Framing as a tool of influencer marketing in the management of marketing communications and brand representation

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