Elementos indutores de sucesso em campanhas de financiamento de Projetos de Reward Crowdfunding

Abstract

Reward Crowdfunding is crowdfunding based on rewards, which provides the raising of financial resources in exchange for rewards, which can be from thanks to the acquisition of products or services. Based on previous studies on Reward Crowdfunding campaigns, it is still necessary to analyze the contribution of success determinants so that it is possible to clarify which are the main factors that determine the success of campaigns. The main objective of this dissertation is to identify the main success determinants of fundraising campaigns via Reward Crowdfunding. Two tests were carried out to identify the success determinants of Reward Crowdfunding campaigns and how they impact the success of the campaigns. In the first essay, through a systematic search in the Web of Science and Scopus databases capturing articles published until February 2023, a systematic review of the literature on Reward Crowdfunding and its determinants of success was carried out. The final sample consisted of 61 eligible articles after the stages of identification, screening, and eligibility of studies reached in the databases. The factors of duration, goal, videos, rewards, team composition, number of words and images, updates, category, comments, geolocation, social networks, supporters, average contribution, and launch date are decisive for the success of Reward campaigns Crowdfunding. In the second test, based on the factors that influence the success of the campaigns found in the systematic review, a sample of 400 campaigns from the North American Indiegogo platform launched from 2012 to 2020 was analyzed using the PROBIT model. The performance of updates, the number of comments that the campaign receives, and the team's composition with people who had previous success increased the probability of success in campaigns. In contrast, a longer duration, a higher goal value high, and choosing a flexible campaign mechanism reduce the probability of success.