More Than One Way to Tell a Story: A Configurational Approach to Storytelling in Crowdfunding
研究了众筹活动中故事核心元素（如角色、情节、背景）的组合如何影响融资效果，通过分析359个众筹项目发现五种高效的故事讲述模式。
Entrepreneurship scholars argue that effective storytelling is critical to the fundraising process, yet scholars rarely examine how the inclusion of core story elements in resource appeals such as characters, plot, or setting impacts fundraising effectiveness. Drawing from narrative theory and research on narrative analysis, we examine how the inclusion of fundamental story elements impacts fundraising in 359 crowdfunding campaigns. We leverage a fuzzy set qualitative comparative analysis to provide a holistic exploration of how story elements shape funding and reveal five storytelling configurations that yield superior funding performance. We then unpack the theoretical and practical implications of our findings to provide a deeper understanding of storytelling in resource acquisition.