Informational or emotional appeals in crowdfunding message strategy : an empirical investigation of backers' support decisions
Diandian Xiang, Leinan Zhang, Qiuyan Tao, Yonggui Wang, Shuang Ma
| Year of publication: |
2019
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|---|---|
| Authors: | Xiang, Diandian ; Zhang, Leinan ; Qiuyan, Tao ; Wang, Yonggui ; Ma, Shuang |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 47.2019, 6, p. 1046-1063
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| Subject: | Crowdfunding | Backers | Message strategy | Appeals | Elaboration likelihood model | Werbewirkung | Advertising effects | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-019-00638-w [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012153434