Designing persuasive voiceover narration in crowdfunding videos

Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.

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Bibliographic Details
Main Authors:	CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2022
Subjects:	video marketing persuasion voice voiceover crowdfunding Marketing
Online Access:	https://ink.library.smu.edu.sg/lkcsb_research/6980 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7979/viewcontent/designing.pdf
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Institution:	Singapore Management University
Language:	English

id	sg-smu-ink.lkcsb_research-7979
record_format	dspace
spelling	sg-smu-ink.lkcsb_research-79792022-04-07T07:03:38Z Designing persuasive voiceover narration in crowdfunding videos CHANG, Hannah H. MUKHERJEE, Anirban CHATTOPADHYAY, Amitava Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads. 2022-02-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/6980 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7979/viewcontent/designing.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University video marketing persuasion voice voiceover crowdfunding Marketing
institution	Singapore Management University
building	SMU Libraries
continent	Asia
country	Singapore Singapore
content_provider	SMU Libraries
collection	InK@SMU
language	English
topic	video marketing persuasion voice voiceover crowdfunding Marketing
spellingShingle	video marketing persuasion voice voiceover crowdfunding Marketing CHANG, Hannah H. MUKHERJEE, Anirban CHATTOPADHYAY, Amitava Designing persuasive voiceover narration in crowdfunding videos
description	Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.
format	text
author	CHANG, Hannah H. MUKHERJEE, Anirban CHATTOPADHYAY, Amitava
author_facet	CHANG, Hannah H. MUKHERJEE, Anirban CHATTOPADHYAY, Amitava
author_sort	CHANG, Hannah H.
title	Designing persuasive voiceover narration in crowdfunding videos
title_short	Designing persuasive voiceover narration in crowdfunding videos
title_full	Designing persuasive voiceover narration in crowdfunding videos
title_fullStr	Designing persuasive voiceover narration in crowdfunding videos
title_full_unstemmed	Designing persuasive voiceover narration in crowdfunding videos
title_sort	designing persuasive voiceover narration in crowdfunding videos
publisher	Institutional Knowledge at Singapore Management University
publishDate	2022
url	https://ink.library.smu.edu.sg/lkcsb_research/6980 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7979/viewcontent/designing.pdf
_version_	1770576203001888768

Designing persuasive voiceover narration in crowdfunding videos

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