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O que torna uma campanha de crowdfunding de recompensa exitosa?
What makes crowdfunding campaigns successful?
¿Qué hace que una campaña de crowdfunding sea exitosa?
DOI:
https://doi.org/10.15446/innovar.v31n81.95570Palabras clave:
campanha de crowdfunding, empreendimentos coletivos, êxito das campanhas, perfil dos projetos (pt)campaña de crowdfunding, emprendimientos colectivos, éxito de las campañas, perfil de los proyectos (es)
Crowdfunding campaign, campaign success, collective enterprises, project profile (en)
Esta pesquisa buscou investigar quais elementos ligados ao perfil dos projetos de crowdfunding podem ser críticos para o êxito das campanhas de financiamento. A base de dados considerada pelo trabalho foi cedida pela plataforma Bookstart, na qual foram analisadas 151 campanhas de financiamento. Utilizou-se da modelagem Probit para estimar o efeito que a meta de financiamento, o tempo de exposição da campanha, o número de apoios e as recompensas prometidas em trocas das contribuições exercem sobre o êxito das campanhas. Como análise adicional e robustez, essas variáveis foram estimadas via regressão Lasso. Os principais resultados indicam que campanhas com metas financeiras mais altas são menos bem-sucedidas, por sua vez, campanhas que apresentaram maior tempo de exposição, aquelas que contabilizaram um maior número de apoios e ofereceram um maior volume de recompensas, revelaram-se mais exitosas. Assim, esse estudo recomenda que tais elementos, considerados críticos para o êxito das campanhas de crowdfunding, sejam gerenciados com a devida atenção dos empreendedores, dos gestores de plataformas virtuais e dos contribuintes, pois todos foram capazes de impactar o fundraising das campanhas.
This research aimed to scrutinize which elements linked to the profile of crowdfunding projects may be critical for the success of this type of funding campaigns. The database considered in the research was provided by the Bookstart platform, in which a total of 151 funding campaigns were examined. Probit modeling was used to estimate the effect of the variables funding target, campaign exposure time, number of grants, and promised rewards on contribution exchanges on the success of campaigns. As an additional analysis, these variables were estimated via LASSO regression. The main results indicate that campaigns with higher financial goals are less successful. In contrast, campaigns with longer exposure times, a larger number of supports, and those that offered a higher volume of rewards were more successful. Therefore, these elements should be considered instrumental for the success of crowdfunding campaigns and carefully managed by entrepreneurs, virtual platform managers, and contributors, since they have a direct impact on fundraising.
Esta pesquisa buscou investigar quais elementos ligados ao perfil dos projetos de crowdfunding podem ser críticos para o êxito das campanhas de financiamento. A base de dados considerada pelo trabalho foi cedida pela plataforma Bookstart, na qual foram analisadas 151 campanhas de financiamento. Utilizou-se da modelagem Probit para estimar o efeito que a meta de financiamento, o tempo de exposição da campanha, o número de apoios e as recompensas prometidas em trocas das contribuições exercem sobre o êxito das campanhas. Como análise adicional e robustez, essas variáveis foram estimadas via regressão LASSO. Os principais resultados indicam que campanhas com metas financeiras mais altas são menos bem-sucedidas, por sua vez, campanhas que apresentaram maior tempo de exposição, aquelas que contabilizaram um maior número de apoios e ofereceram um maior volume de recompensas, revelaram-se mais exitosas. Assim, esse estudo recomenda que tais elementos, considerados críticos para o êxito das campanhas de crowdfunding, sejam gerenciados com a devida atenção dos empreendedores, dos gestores de plataformas virtuais e dos contribuintes, pois todos foram capazes de impactar o fundraising das campanhas.
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