Marketing Seminar - Speakers
When Video Meets Text: The Role of Multimodal Similarity in Crowdfunding Success
DR. AIDEN LEE ASSISTANT PROFESSOR OF MARKETING
The study examines how well videos and written descriptions work together in crowdfunding campaigns. By analyzing over 29,000 Kickstarter projects, we find that when the video and text content are moderately aligned—not too similar, not too different—campaigns tend to raise more money. Also, when both formats present information in a similar order, it helps even more, especially for projects with higher funding goals. These findings offer practical tips for creators on how to combine video and text more effectively to improve
- Friday April 11
- 3:30 pm TO 5 pm
- LOCATION COB 230 OR Zoom Link: 89570027058
Online Tipping under an Evolving Social Norm: Implications for Platform Design
- Dr. Mina Ameri
- ASSISTANT PROFESSOR OF MARKETING
- University of Pittsburgh
We study how users tip content creators on digital platforms, leveraging a novel dataset with complete tipping history since the feature's launch. We model tipping decisions as a function of users' beliefs about an evolving tipping norm, updated via Bayesian learning from personal and observed tipping signals. Our results show that tip amounts are primarily driven by beliefs about the norm, with personal signals being more informative in shaping those beliefs. Furthermore, while without any community-wide signal, total tip increases, norm remains sticky after mid-term policy changes. Our findings underscore the role of information design in shaping tipping behavior and offer implications for platform strategies around norm visibility.
- Friday April 11
- 4:30 pm TO 5:30 pm
- LOCATION COB 230 OR Zoom Link: 89570027058
