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It doesn t matter how good you look - a trustworthy-looking face is the key to sealing the deal
HONG KONG, Feb. 18, 2021 /PRNewswire/ Over the past few years, online crowdfunding has shown that it is a viable fundraising mechanism that is here to stay. Platforms like Kickstarter have become a magnet for entrepreneurs looking to market their concepts and raise capital. While much attention goes into the presentation and explanation of the product, a new study from Dr. Yang Duan and Dr. Ray Wang of Hong Kong Baptist University (HKBU) School of Business, Tien-Shih Hsieh of University of Massachusetts Dartmouth, and Zhihong Wang of Clark University examines a seemingly novel idea - do people fund crowdfunding campaigns based on how trustworthy the entrepreneur looks? Is an entrepreneur s face essentially the key to crowdfunding success?