El vídeo en las Campañas de Crowfunding de Economía Social en Españafactores que Favorecen el Éxito

  1. Néstor Amadeo Bruno Pérez 1
  2. Sandra Morini Marrero 1
  1. 1 Universidad de La Laguna
    info

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    ROR https://ror.org/01r9z8p25

Journal:
Revista de Estudios Empresariales. Segunda época

ISSN: 1988-9046

Year of publication: 2021

Issue: 1

Pages: 66-88

Type: Article

DOI: 10.17561/REE.N1.2021.6283 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

Abstract

The use of video in crowdfunding campaigns is considered practically a sine qua non condition to have any chance of success with the campaign.  Our study deals with the characteristics that a video must have in Social Economy campaigns, determining which factors in the video are key to it being successful. To do this, we have studied Spanish crowdfunding campaigns of donation and reward. We first start with a large number of variables and narrow them down to those considered most appropriate. We make a selection using an elastic net and then a multivariate logistic model that tell us which factors most support the success of Social Economy campaigns. The results obtained show that there is a sort of disparity between the key factors in social economy campaigns and the ones in campaigns that cover all cases. The factors described as fundamental are such as showing an enthusiastic spirit in the video, the use of a tropological level in the visual codes and it being recorded with a tripod. In addition, gestural codes should be used as well as contradiction figures in the video’s language. However, rhetorical questioning appears as a negative factor and should be avoided.

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