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Kisun Kim_Dissertation.pdf (1.6 MB)

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How Message Strategies, Visual Strategies and Technology Affordances Influence Donation on Facebook Fundraiser Pages

Kim, Kisun, Kim
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1595004889650708

Abstract Details

2020, Doctor of Philosophy (Ph.D.), Bowling Green State University, Media and Communication.
This study investigated the donation behavior mechanisms underlying the message and visual strategies in narrative form and their impact on crowdfunding campaigns’ success. Specifically, the study examined how messages and visual appeals in fundraising campaigns in the crowdfunding platform influence the amount of money raised through people’s engagement with the campaigns. This study employed quantitative content analysis to study online crowdfunding campaign stories from the Facebook Fundraiser page. Through natural and field data from the fundraising page (n = 300), this study investigated the charitable crowdfunding phenomenon in its rich context. Specifically, message and visual appeals discussed as significant factors according to previous research are assessed along with individuals’ engagement information from technology affordances. Incorporating those significant variables, this study developed a model to explain people’s donation mechanisms. Through regression, ANOVA, and Partial Least Squares (PLS) path modeling analysis of the content (n = 300), this study revealed that specific message appeals significantly influence individuals’ engagement in the story, leading to a higher amount of funds raised. The final path model shows that only the third-person point of view (POV), positive framing, visual images of the beneficiary, identifiability of the beneficiary, and interactivity positively influence the amount of funds raised through technology affordances on social media. The study identified the relative importance of different message appeals to donors and engagement as facilitated by the technology affordances of the crowdfunding platform with real data from crowdfunding campaigns. The study’s theoretical, methodological and practical significance is discussed. The limitations of the study and suggestions for future research are also explored.
Louisa Ha (Advisor)
Srinivas Melkote (Committee Member)
Yanqin Lu (Committee Member)
Salim Elwazani (Other)
127 p.
Communication
Crowdfunding; Facebook Fundraising; Technology Affordances; Message Strategies; Visual Strategies;

Recommended Citations

Citations

  • Kim, Kim, K. (2020). How Message Strategies, Visual Strategies and Technology Affordances Influence Donation on Facebook Fundraiser Pages [Doctoral dissertation, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1595004889650708

    APA Style (7th edition)

  • Kim, Kim, Kisun. How Message Strategies, Visual Strategies and Technology Affordances Influence Donation on Facebook Fundraiser Pages. 2020. Bowling Green State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1595004889650708.

    MLA Style (8th edition)

  • Kim, Kim, Kisun. "How Message Strategies, Visual Strategies and Technology Affordances Influence Donation on Facebook Fundraiser Pages." Doctoral dissertation, Bowling Green State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1595004889650708

    Chicago Manual of Style (17th edition)

bgsu1595004889650708
567
© 2020, all rights reserved.
This open access ETD is published by Bowling Green State University and OhioLINK.