Jake Hobbs, Georgiana Grigore and Mike Molesworth
Crowdfunding has become a significant way of funding independent film. However, undertaking a campaign can be time consuming and risky. The purpose of this paper is to understand…
Abstract
Purpose
Crowdfunding has become a significant way of funding independent film. However, undertaking a campaign can be time consuming and risky. The purpose of this paper is to understand the predictors likely to produce a film campaign that meets its funding goal.
Design/methodology/approach
This study analyses 100 creative crowdfunding campaigns within the film and video category on crowdfunding website Kickstarter. Campaigns were analysed in relation to a number of variables, followed by a discriminant analysis to highlight the main predictors of crowdfunding success.
Findings
This study finds key predictors of crowdfunding success and investigates differences between successful and failed crowdfunding campaigns. The attributes of these predictors lead us to question the long-term ability of crowdfunding to aid companies poorer in terms of time, financial and personnel resources, and therefore arguably in the greatest need of crowdfunding platforms.
Practical implications
The findings provide insight to practitioners considering the crowdfunding approach and offers knowledge and recommendations so as to avoid what can be naïve and costly mistakes. The findings highlight that crowdfunding should not be considered lightly and can be a considerable investment of resources to be successful.
Originality/value
The analysis of crowdfunding campaigns provides details on the significant predictors of crowdfunding success particularly relevant to creative campaigns. The findings provide a critique of previous claims about the benefit of crowdfunding for creative SMEs.
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Keywords
Paul Rohde and Gunnar Mau
This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video…
Abstract
Purpose
This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products.
Design/methodology/approach
The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube.
Findings
The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness.
Research limitations/implications
The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content.
Practical implications
This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing.
Originality/value
Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.
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Keywords
Hannah R. Marston, Linda Shore, Laura Stoops and Robbie S. Turner
Cheryl Dozier and Theresa Deeney
Purpose – This chapter shares a model of responsive teacher preparation in literacy labs/reading clinics that emphasizes student-centered instruction.Approach – Through vignettes…
Abstract
Purpose – This chapter shares a model of responsive teacher preparation in literacy labs/reading clinics that emphasizes student-centered instruction.
Approach – Through vignettes and the voices of teachers enrolled in literacy lab/reading clinics, the authors highlight clinical practices effective in helping teachers focus on learners including building relationships, learning from students, structuring opportunities for student success, and understanding the power of language choices.
Practical implications – Teacher educators can use practices presented in this chapter in their clinical instruction. In turn, their teachers can transfer these clinical practices and foundations to school settings.
Originality/value – This approach to teacher education creates a culture of collaboration and responsive teaching that moves beyond clinical settings to classrooms and schools.