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Does Storytelling Increase Startups' Crowdinvesting Success?

Johann Baptist Josef Huber

出版	2014
URL	http://books.google.com.hk/books?id=bFfhoQEACAAJ&hl=&source=gbs_api

註釋

Crowdinvesting is a method of financing startup companies by attracting small sums of money from large numbers of people, usually through online videos. This thesis found that the more a startup uses storytelling in its crowdinvesting video, the higher the indi-vidual investment. This might be explained by the recently discovered phenomenon of speaker-listener neural coupling and its influence on mirror neurons. This thesis ex-plores the impact of creative storytelling on investor decision-making. Using a dataset from a German crowdfunding platform, a multiple linear regression model was built. The model measured the degree of storytelling in each of 37 crowdfunding videos and correlated this observation with the average sum committed per investor.