With a little help from my friends: The role of online creator-fan communication channels in the success of creative crowdfunding campaigns

Jann Tosatto, Joe Cox, Thang Nguyen

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)
242 Downloads (Pure)


Over the past decade, the creative and cultural industries (CCI) have embraced Direct-to-Fan (D2F) crowdfunding as a new and innovative mechanism to finance their independent creative endeavours. We analyse a private dataset of crowdfunding campaigns, comprising ex-ante community metrics and rich qualitative measures to determine how the social ties embedded within multiple coexisting online creator-fan communication channels impact the conversion of fans into campaign funders. Using a combination of negative binomial and logistic regressions, we find evidence of a clear hierarchy of importance of online communication channels, with email representing the most effective medium, followed by Facebook, and Twitter is the least important. This finding both supports the contention that stronger social ties are better relied upon for financial support, and shines a light on the importance of email, an otherwise under-considered factor in crowdfunding performance. A quantile regression analysis further demonstrates that the importance of social ties maintained through email tends to be relatively greater among better-performing campaigns, while for poorly performing campaigns the importance of the length of the written campaign description is greater. We conclude by offering several thoughts on how CCI creators can manage their online fan networks to develop stronger social ties and thus maximise the results of future D2F activities.
Original languageEnglish
Article number107005
JournalComputers in Human Behavior
Early online date28 Aug 2021
Publication statusPublished - Feb 2022

Bibliographical note

NOTICE: this is the author’s version of a work that was accepted for publication in Computers in Human Behavior. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Computers in Human Behavior, 127, (2022)
DOI: 10.1016/j.chb.2021.107005

© 2021, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

Publisher Copyright:
© 2021 Elsevier Ltd


  • Computer mediated communication
  • Creative and cultural industry
  • Crowdfunding
  • Direct to fan
  • Social capital
  • Social ties

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)


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