Talk your way to serial success: Creator post-campaign interaction in crowdfunding

Online crowdfunding, an information technology (IT) mediated form of fundraising has continued to receive widespread attention from both the academic circle and industry practitioners. While most studies on crowdfunding have taken a one-shot look at the determinants of fundraising performance, limited attention has been paid to the value of creator post-campaign interactions with backers and how it may affect the performance of later crowdfunding campaigns. In this study, we argue and show that creators benefit from interacting with backers after a successful fundraising campaign as it positively affects the outcome of their later crowdfunding campaign. Also, the impact of the post-campaign interactions is more valuable to creators who may have experienced delays or failed in delivering on their previous crowdfunding campaign’s promises.