Despite the rise of medical crowdfunding and its benefits to patients including reducing financial hardships and providing emotional social support, limited attention has been paid to how a campaign organizer can drive performance. In this study, we investigate how the communication style used in a medical crowdfunding campaign can affect both the funding performance and emotional support received. We find that emotional framing and frequent updates have a positive effect on funding and emotional support and discuss the implications.
WMU ScholarWorks Citation
Fan-Osuala, Onochie, "Communication Style in Medical Crowdfunding: Effect of Emotional Framing and Updates Frequency on Funding and Emotional Support" (2019). Transactions of the International Conference on Health Information Technology Advancement. 64.