Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Investigating the influence of creators’ social media content on follower conversion into paying subscribers
(A2024-119769)

Published: May 28, 2024

AUTHORS

Sara Alida Volkmer, Technical University of Munich; Jasper David Brüns, Technical University of Munich, School of Management; Martin Meißner, Technical University of Munich

ABSTRACT

Social media creators can monetize content on creator crowdfunding platforms like Patreon by selling subscriptions that grant paying subscribers access to exclusive posts. Paid subscriptions are attractive for creators as they can generate substantial income while securing independence from advertisers. To drive traffic to subscription-based crowdfunding platforms, creators must convert social media followers into paying subscribers, but there is limited understanding of the factors influencing this conversion. Combining creators’ YouTube social media content with data from their Patreon profiles, we provide first insights into how creators’ rhetorical and posting styles on social media affect follower-to-paying-subscriber conversion. Directly speaking to followers enhances conversion, while expressing negative emotions attenuates it. Moreover, sharing lengthier content and uploading relatively more exclusive than free content increase conversion. Our findings help creators adjusting their content strategies to enhance crowdfunding success.