Effects of impression management tactics on crowdfunding success

• DOI: 10.1504/ijev.2018.094607
• Publication Date: 2018-09-11T12:55:35Z
• Authors: Elmar Lins; Kaja J. Fietkiewicz; Eva Lutz
• Keywords: 0211 other engineering and technologies; 02 engineering and technology

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.