MKTG Research Seminar Series: April 11

COB Marketing Event April 111 2025 Aiden Lee

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