Sven Hartmann has recently published a new paper on the topic "Social media marketing for equity crowdfunding: Which posts trigger investment decisions?" in the journal "Finance Research Letters" in cooperation with Lars Hornuf, a former IAAEU staff member, and Maik Eisenbeiß, Professor of Marketing at the University of Bremen.
The study takes a closer look at the communication behaviour of start-ups in social networks during the period of their equity crowdfunding campaigns. In a first step, the authors examine which content is published by start-ups on Facebook and Twitter and distinguish between two types of posts: informative posts, which provide investors with concrete information about the company and the crowdfunding campaign that may be relevant for an investment decision, and persuasive posts, which do not contain information relevant to the investment and are more aimed at encouraging potential investors to make an investment. A descriptive analysis of the data shows that about 82% of all posts examined contain persuasive content. Based on 26,883 individual investment decisions, the authors analyse whether start-ups can influence the success of their equity crowdfunding campaigns through posts on social networks. The results illustrate that both informative content and persuasive posts can have a positive impact on the number of investments, while persuasive posts also increase the average volume of investments.
The full version of the article can be found here.
The study takes a closer look at the communication behaviour of start-ups in social networks during the period of their equity crowdfunding campaigns. In a first step, the authors examine which content is published by start-ups on Facebook and Twitter and distinguish between two types of posts: informative posts, which provide investors with concrete information about the company and the crowdfunding campaign that may be relevant for an investment decision, and persuasive posts, which do not contain information relevant to the investment and are more aimed at encouraging potential investors to make an investment. A descriptive analysis of the data shows that about 82% of all posts examined contain persuasive content. Based on 26,883 individual investment decisions, the authors analyse whether start-ups can influence the success of their equity crowdfunding campaigns through posts on social networks. The results illustrate that both informative content and persuasive posts can have a positive impact on the number of investments, while persuasive posts also increase the average volume of investments.
The full version of the article can be found here.
