Information Technology Reference
In-Depth Information
Relationship
with advertisement
Critics
Sources
Linked by websites of
reference
Author experience
(Google verification)
Link to the sponsor
Advertisement adequate
to the target
Content edited
More than one point
of view
Differentiation between
advertisement and
information
Testimonials
Awards
Fig. 10.4
Three criteria to evaluate the credibility of websites (Gómez-Diago
2004
)
elements which the online crowdfunding platforms Kickstarter and Indiegogo
include for generating credibility, trust and engagement on users, that is, the ele-
ments of the cited crowdfunding platforms which are determinant to making them
credible to their users, to be of trust and to make their users engaged in them.
10.6
Identifying Elements Which Generate Credibility, Trust
and Engagement in Indiegogo and Kickstarter
We are interested in identifying how online crowdfunding platforms generate cred-
ibility, trust and engagement because we consider these three feelings to be central
when convincing users to submit their projects to the platforms or when convincing
users to fund one project.
Credibility, trust and engagement are concepts we know and manage at the phys-
ical world. When translating them to the virtual sphere, we are aware of how they
acquire an active dimension motivated by the condition of the users, who, on the
net, can obtain information with ease, test a tool or a device, check if data is real,
etc. The three terms refer to three levels of an overall relationship between the user
and the crowdfunding platform. The minimum level required for establishing con-
tact is the credibility. Secondly, taking into account that these platforms are con-
ceived to encourage users to donate money, it is needed to be of trust, and, fi nally,
we situate the engagement as the condition to maintain users interested in using
platforms.
Here we are identifying which elements of Kickstarter and Indiegogo online
crowdfunding platforms contribute to generate credibility, trust and engagement. It
would be possible to identify elements or features, which are not included in the
framework here proposed; however, our aim in this chapter is not to include all the
elements of the referred platforms, but to focus and analyse in depth only three of
them.
