The Effects of Different Dimensions of CSR Orientation on Success and Willingness to Pay for New Products: Evidence from Kickstarter!

Abstract

AbstractContributing to the literature in Corporate Social Responsibility and crowdfunding, this chapter investigates the effects of different dimensions of CSR including, Environment, Employees, Human Rights, and Community well-being on marketing outcomes. Past studies have considered CSR orientation as an aggregate measure of all CSR-related activities, neglecting the fact that different aspects of CSR may have different audience and different effects. Interestingly, his study shows that the different dimensions of CSR may have effects that are different in size and even in direction. Using a sample of 151,279 crowdfunding campaigns from 15 different product categories, this investigation shows that CSR is a multidimensional construct, and its different dimensions have different effects on marketing outcomes. Performance of crowdfunding campaigns and consumers’ willingness to pay for crowdfunded products are affected by different dimensions of CSR, but the effects vary in size and even direction.KeywordsCSR dimensionsText analysisCrowdfunding