Philanthropic Crowdfunding on Social Media: Exploring the Factors Shaping the Outcome and Transparency of Online Fundraising

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Popular Communication Interactive Poster Session

Abstract

Based on an analysis of 946 philanthropic crowdfunding programs, this study detects the factors that influence the outcome of and information transparency of online fundraising. Characteristics of crowfunding programs, such as the mission of a program, the identity of recipients and recruiters, are found to significantly influence the donation ratio. The more the information about a crowdfunding project is retwittered, the more likely it will reach high donation ratio and provide information transparency. The target amount of a crowdfunding program is found to be positively related to the possibility of success, controlling for the attributes of different programs. The donation rate of a program positively influences the possibility of information transparency.

Author

• Zhi-Jin Zhong, Sun Yat-sen U