Title: Effects of impression management tactics on crowdfunding success

Authors: Elmar Lins; Kaja J. Fietkiewicz; Eva Lutz

Addresses: Heinrich Heine University Düsseldorf, Universitätsstraße 1, D-40225 Düsseldorf, Germany ' Information Science Department, Heinrich Heine University Düsseldorf, Universitätsstraße 1, D-40225 Düsseldorf, Germany ' Heinrich Heine University Düsseldorf, Universitätsstraße 1, D-40225 Düsseldorf, Germany

Abstract: The aim of our study is to shed light on determinants that convince the crowd to fund a project on a crowdfunding platform. In particular, we examine whether self-promotion through positive language as well as emphasising innovativeness and supplication as impression management tactics drive crowdfunding success. Based on a sample of 221 Kickstarter campaigns and a total of 195,217 words embedded in their project descriptions, we develop and test hypotheses concerning linguistic behaviours affecting the likelihood of fundraising, the number of project backers and the amount raised. We find a nonlinear relation between innovativeness and crowdfunding success, that is, crowdfunders prefer moderate levels of self-promotion through innovativeness.

Keywords: Kickstarter; crowdfunding; crowdfunders; entrepreneurship; linguistic behaviour analysis; impression management; impression management strategies.

DOI: 10.1504/IJEV.2018.094607

International Journal of Entrepreneurial Venturing, 2018 Vol.10 No.5, pp.534 - 557

Received: 10 Nov 2015
Accepted: 02 Aug 2016
Published online: 10 Sep 2018 *

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