skip to main content
research-article

VidLyz: An Interactive Approach to Assist Novice Entrepreneurs in Making Persuasive Campaign Videos

Authors Info & Claims
Published:07 November 2019Publication History
Skip Abstract Section

Abstract

Videos are essential for successful crowdfunding campaigns. However, without knowledge of the underlying persuasion factors, novice entrepreneurs may find it difficult to optimize their videos for success. This paper presents VidLyz, a novel assistive tool that allows users to explore the implications of audience-engagement persuasion factors in the context of campaign videos through contrasting examples, crowd-sourced subjective ratings, and feedback on engagement factors. VidLyz promotes active thinking about the impact of audience persuasion factors in making an effective campaign video by guiding novice entrepreneurs in planning materials of their videos on their own, with consideration of the product category, the target audience, and audience-product interactions. To evaluate our system, we collected subjective ratings and feedback on persuasion factors for 140 Kickstarter campaign videos from 2100 crowd workers and presented them through our prototype VidLyz tool. A user study with 45 novice users and five previous campaign creators found that our tool was useful for understanding the implication and relative importance of the persuasion factors of the campaign videos. The interactive and active thinking elements of VidLyz promoted novice users to make coherent and persuasive pre-production plan (using storyboards) for their proposed campaign videos. A follow-up user study showed that these storyboards had a higher likelihood of getting funded by crowd workers than those with less persuasive pre-production plan. We concluded with design implications to better support novice entrepreneurs.

References

  1. Ihab Adly, Mohamed Fadel, Ahmed El-Baz, and Hani Amin. 2018. Interactive Mobile Learning Platform at the British University in Egypt. In Proceedings of the 7th International Conference on Software and Information Engineering (ICSIE '18). ACM, New York, NY, USA, 97--101. https://doi.org/10.1145/3220267.3220279Google ScholarGoogle ScholarDigital LibraryDigital Library
  2. Vincent AWMM Aleven and Kenneth R Koedinger. 2002. An effective metacognitive strategy: Learning by doing and explaining with a computer-based Cognitive Tutor. Cognitive science, Vol. 26, 2 (2002), 147--179.Google ScholarGoogle Scholar
  3. William D Beeland Jr. 2002. Student engagement, visual learning and technology: can interactive whiteboards help? (2002).Google ScholarGoogle Scholar
  4. Michael S Bernstein, Greg Little, Robert C Miller, Björn Hartmann, Mark S Ackerman, David R Karger, David Crowell, and Katrina Panovich. 2015. Soylent: a word processor with a crowd inside. Commun. ACM, Vol. 58, 8 (2015), 85--94.Google ScholarGoogle ScholarDigital LibraryDigital Library
  5. Herbert H Blumberg. 1972. Communication of interpersonal evaluations. Journal of Personality and Social Psychology, Vol. 23, 2 (1972), 157.Google ScholarGoogle ScholarCross RefCross Ref
  6. Salvador Briggman. 2014. 10 Tips For a Winning Kickstarter Video. http://www.crowdcrux.com/tips-for-a-winning-kickstarter-video/.Google ScholarGoogle Scholar
  7. Michael Buhrmester, Tracy Kwang, and Samuel D Gosling. 2011. Amazon's Mechanical Turk a new source of inexpensive, yet high-quality, data? Perspectives on psychological science, Vol. 6, 1 (2011), 3--5.Google ScholarGoogle Scholar
  8. Steve Cartwright. 2012. Pre-production planning for video, film, and multimedia .Focal Press.Google ScholarGoogle Scholar
  9. Thomas Clark and Julie Stewart. 2007. Promoting academic programs using online videos. Business Communication Quarterly, Vol. 70, 4 (2007), 478.Google ScholarGoogle ScholarCross RefCross Ref
  10. Tech Crunch. 2014. Meet Oppia, Googl's New Open Source Project That Allows Anyone To Create An Interactive Learning Experience. https://techcrunch.com/2014/02/26/meet-oppia-googles-new-open-source-project-that-lets/-anyone-create-an-interactive-learning-experience/.Google ScholarGoogle Scholar
  11. William F Dennison and Roger E Kirk. 1990. Do, review, learn, apply: A simple guide to experiential learning. Blackwell Education.Google ScholarGoogle Scholar
  12. Norman K Denzin and Yvonna S Lincoln. 2011. The Sage handbook of qualitative research .Sage.Google ScholarGoogle Scholar
  13. Sanorita Dey, Brittany Duff, Karrie Karahalios, and Wai-Tat Fu. 2017. The Art and Science of Persuasion: Not All Crowdfunding Campaign Videos are The Same. In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing. ACM, 755--769.Google ScholarGoogle ScholarDigital LibraryDigital Library
  14. Vincent Etter, Matthias Grossglauser, and Patrick Thiran. 2013. Launch hard or go home!: predicting the success of kickstarter campaigns. In Proceedings of the first ACM conference on Online social networks. ACM, 177--182.Google ScholarGoogle ScholarDigital LibraryDigital Library
  15. Richard B Felson. 2014. The (somewhat) social self: How others affect self-appraisals. In Psychological Perspectives on the Self, Volume 4. Psychology Press, 13--38.Google ScholarGoogle Scholar
  16. Brian J Fogg. 2009. A behavior model for persuasive design. In Proceedings of the 4th international Conference on Persuasive Technology. ACM, 40.Google ScholarGoogle ScholarDigital LibraryDigital Library
  17. Michael D Greenberg, Bryan Pardo, Karthic Hariharan, and Elizabeth Gerber. 2013. Crowdfunding support tools: predicting success & failure. In CHI'13 Extended Abstracts on Human Factors in Computing Systems. ACM, 1815--1820.Google ScholarGoogle ScholarDigital LibraryDigital Library
  18. Alan Hanjalic and Li-Qun Xu. 2005. Affective video content representation and modeling. IEEE Transactions on multimedia, Vol. 7, 1 (2005), 143--154.Google ScholarGoogle ScholarDigital LibraryDigital Library
  19. John Hart. 2013. The Art of the Storyboard: A filmmaker's introduction .Focal Press.Google ScholarGoogle Scholar
  20. Julie S Hui, Michael D Greenberg, and Elizabeth M Gerber. 2014. Understanding the role of community in crowdfunding work. In Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing. ACM, 62--74.Google ScholarGoogle ScholarDigital LibraryDigital Library
  21. Chris Kocek. 2013. The practical pocket guide to account planning .BookBaby.Google ScholarGoogle Scholar
  22. Jo-Anne LeFevre and Peter Dixon. 1986. Do written instructions need examples? Cognition and Instruction, Vol. 3, 1 (1986), 1--30.Google ScholarGoogle ScholarCross RefCross Ref
  23. Darrell Blaine Lucas and Steuart Henderson Britt. 1963. Measuring advertising effectiveness. (1963).Google ScholarGoogle Scholar
  24. Kurt Luther, Jari-Lee Tolentino, Wei Wu, Amy Pavel, Brian P Bailey, Maneesh Agrawala, Björn Hartmann, and Steven P Dow. 2015. Structuring, aggregating, and evaluating crowdsourced design critique. In Proceedings of the 18th ACM Conference on Computer Supported Cooperative Work & Social Computing. ACM, 473--485.Google ScholarGoogle ScholarDigital LibraryDigital Library
  25. Scott B MacKenzie and Richard J Lutz. 1989. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing (1989), 48--65.Google ScholarGoogle Scholar
  26. Matthew B Miles, A Michael Huberman, Michael A Huberman, and Michael Huberman. 1994. Qualitative data analysis: An expanded sourcebook. sage.Google ScholarGoogle Scholar
  27. Tanushree Mitra and Eric Gilbert. 2014. The language that gets people to give: Phrases that predict success on kickstarter. In Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing. ACM, 49--61.Google ScholarGoogle ScholarDigital LibraryDigital Library
  28. Ethan Mollick. 2014. The dynamics of crowdfunding: An exploratory study. Journal of Business Venturing, Vol. 29, 1 (2014), 1--16.Google ScholarGoogle ScholarCross RefCross Ref
  29. James S Nairne and Robert L Widner. 1987. Generation effects with nonwords: The role of test appropriateness. Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 13, 1 (1987), 164.Google ScholarGoogle ScholarCross RefCross Ref
  30. Harri Oinas-Kukkonen and Marja Harjumaa. 2018. Persuasive systems design: key issues, process model and system features. In Routledge Handbook of Policy Design. Routledge, 105--123.Google ScholarGoogle Scholar
  31. Michael Quinn Patton. 2002. Qualitative research and evaluation methods. Thousand Oaks. Cal.: Sage Publications (2002).Google ScholarGoogle Scholar
  32. Richard E Petty, John T Cacioppo, and David Schumann. 1983. Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research (1983), 135--146.Google ScholarGoogle Scholar
  33. Peter L Pirolli and John R Anderson. 1985. The role of learning from examples in the acquisition of recursive programming skills. Canadian Journal of Psychology/Revue canadienne de psychologie, Vol. 39, 2 (1985), 240.Google ScholarGoogle Scholar
  34. Vineeth Rakesh, Jaegul Choo, and Chandan K Reddy. 2015. Project recommendation using heterogeneous traits in crowdfunding. In Ninth International AAAI Conference on Web and Social Media.Google ScholarGoogle Scholar
  35. Lynne M Reder, Davida H Charney, and Kim I Morgan. 1986. The role of elaborations in learning a skill from an instructional text. Memory & Cognition, Vol. 14, 1 (1986), 64--78.Google ScholarGoogle ScholarCross RefCross Ref
  36. Lindsey E Richland, Robert A Bjork, Jason R Finley, and Marcia C Linn. 2005. Linking cognitive science to education: Generation and interleaving effects. In Proceedings of the twenty-seventh annual conference of the Cognitive Science Society. 1850--1855.Google ScholarGoogle Scholar
  37. Kerrin Sheldon. 2012. How To Make A Kickass Kickstarter Video. http://www.fastcompany.com/3003858/how-make-kickass-kickstarter-video.Google ScholarGoogle Scholar
  38. Robert E Smith, Scott B MacKenzie, Xiaojing Yang, Laura M Buchholz, and William K Darley. 2007. Modeling the determinants and effects of creativity in advertising. Marketing science, Vol. 26, 6 (2007), 819--833.Google ScholarGoogle Scholar
  39. Robert E Smith and Xiaojing Yang. 2004. Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, Vol. 4, 1--2 (2004), 31--58.Google ScholarGoogle ScholarCross RefCross Ref
  40. Anselm Strauss and Juliet Corbin. 1998. Basics of qualitative research techniques. Sage publications Thousand Oaks, CA.Google ScholarGoogle Scholar
  41. Anselm L Strauss. 1987. Qualitative analysis for social scientists. Cambridge university press.Google ScholarGoogle Scholar
  42. Gerard J Tellis. 2003. Effective advertising: Understanding when, how, and why advertising works. Sage Publications.Google ScholarGoogle Scholar
  43. Rajan Vaish, Shirish Goyal, Amin Saberi, and Sharad Goel. 2018. Creating Crowdsourced Research Talks at Scale. In Proceedings of the 2018 World Wide Web Conference on World Wide Web. International World Wide Web Conferences Steering Committee, 1--11.Google ScholarGoogle ScholarDigital LibraryDigital Library
  44. William D Wells. 2014. Measuring advertising effectiveness. Psychology Press.Google ScholarGoogle Scholar
  45. Anbang Xu, Huaming Rao, Steven P Dow, and Brian P Bailey. 2015. A classroom study of using crowd feedback in the iterative design process. In Proceedings of the 18th ACM Conference on Computer Supported Cooperative Work & Social Computing. ACM, 1637--1648.Google ScholarGoogle ScholarDigital LibraryDigital Library
  46. Anbang Xu, Xiao Yang, Huaming Rao, Wai-Tat Fu, Shih-Wen Huang, and Brian P Bailey. 2014. Show me the money!: An analysis of project updates during crowdfunding campaigns. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. ACM, 591--600.Google ScholarGoogle ScholarDigital LibraryDigital Library
  47. George W Yip and Kanagasuntheram Rajendran. 2008. SnapAnatomy, a computer-based interactive tool for independent learning of human anatomy. Journal of visual communication in medicine, Vol. 31, 2 (2008), 46--50.Google ScholarGoogle ScholarCross RefCross Ref
  48. Judith Lynne Zaichkowsky. 1994. The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, Vol. 23, 4 (1994), 59--70.Google ScholarGoogle ScholarCross RefCross Ref

Index Terms

  1. VidLyz: An Interactive Approach to Assist Novice Entrepreneurs in Making Persuasive Campaign Videos

          Recommendations

          Comments

          Login options

          Check if you have access through your login credentials or your institution to get full access on this article.

          Sign in

          Full Access

          PDF Format

          View or Download as a PDF file.

          PDF

          eReader

          View online with eReader.

          eReader
          About Cookies On This Site

          We use cookies to ensure that we give you the best experience on our website.

          Learn more

          Got it!