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The Secret of Fundraising on Kickstarter: Colour Congruence

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Information and Communication Technologies in Tourism 2016

Abstract

The hospitality industry is predominantly comprised of small and medium-sized enterprises (SMEs) and SMEs face difficulties in financing from conventional investors. Kickstarter, a crowdfunding platform, has been popular among the SME entrepreneurs who have great ideas but insufficient capital to launch their business because it provides an online platform for fundraising from individual investors. Based on colour psychology, this study investigated the role of colour in promotional video clips of hospitality SMEs on Kickstarter. By analysing the RGB colour coding of clothing colour of focal speakers in the video clips, this study found that the success of fundraising is related to colour congruence between clothing colour and the project theme. Findings of this study make a contribution to the colour psychology research and offer managerial implications to potential SMEs in the hospitality industry.

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Authors and Affiliations

  1. UQ Business School, University of Queensland, Brisbane, QLD, Australia

    Bell Lee & Andy Lee

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  1. Bell Lee
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  2. Andy Lee
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Correspondence to Bell Lee .

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Editors and Affiliations

  1. School of Tourism, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

  2. HES-SO Valais, Sierre, Valais, Switzerland

    Roland Schegg

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Lee, B., Lee, A. (2016). The Secret of Fundraising on Kickstarter: Colour Congruence. In: Inversini, A., Schegg, R. (eds) Information and Communication Technologies in Tourism 2016. Springer, Cham. https://doi.org/10.1007/978-3-319-28231-2_52

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