HKBU School of Business's new study shows online crowdfunders more often back Kickstarter entrepreneurs with trustworthy-looking faces
Platforms like Kickstarter have become a magnet for entrepreneurs looking to market their concepts and raise capital.
- Platforms like Kickstarter have become a magnet for entrepreneurs looking to market their concepts and raise capital.
- Is an entrepreneur's face essentially the key to crowdfunding success?
- Using photos of entrepreneurs who launched Kickstarter campaigns, the study constructed a comprehensive facial trustworthiness index by employing machine learning-based facial detection techniques.
- Through this, researchers see that facial trustworthiness - a funder's perception of an entrepreneur's ability, benevolence, and integrity based on the entrepreneur's facial features - certainly influences funding decisions.