Evaluating Charitable Crowdfunding based on Storytelling Linguistic Cues: A Narrative Persuasion Perspective

Zhengzhi Guan, Fangfang Hou, Boying Li, Zhao Cai, Alain Yee Loong Chong, Eric T.K. Lim, Chee-Wee Tan

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Charitable crowdfunding has become an increasingly popular way for people to seek help from the public. Yet, many charitable crowdfunding campaigns suffer from underfunding. Given that project description is the primary source of information for fundraisers to present their cause to prospective donors, the platform may preemptively assess the success rate of charitable crowdfunding campaigns based on the narrative elements embedded with such description. Furthermore, though prior research about narrative persuasion (i.e., storytelling) has alluded to generic mechanisms (i.e. identifiable character, imaginable plot, and verisimilitude) in eliciting empathic feeling, limited attention has been paid to scrutinizing the effects of narrative elements in driving donation behaviors in charitable crowdfunding. To this end, this study attempts to elucidate how linguistic cues embedded in the project narratives is associated with donation performance in charitable crowdfunding.
Original languageEnglish
Title of host publicationSIGHCI 2020 Proceedings
Number of pages5
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2020
Article number9
Publication statusPublished - 2020
EventThe 19th Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2020 - Online Workshop
Duration: 12 Dec 202012 Dec 2020
Conference number: 19


WorkshopThe 19th Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2020
LocationOnline Workshop
Internet address


  • Linguistic cues
  • Charitable crowdfunding
  • Donation behavior
  • Narrative persuasion

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