Effective message framing strategies for crowdfunding success: the moderating roles of creator experience and backer support

• DOI: 10.1080/0965254x.2022.2160481
• Publication Date: 2022-12-29T08:24:14Z
• Authors: Masoud Moradi; Mayukh Dass; Fereshteh Zihagh
• Keywords: Framing (construction); Competitor analysis; Empirical Research; Gadget

This study aims to demonstrate how entrepreneurs should frame narratives on crowdfunding platforms launch successful entrepreneurial campaigns. Using empirical data from 701 technological gadget projects posted a website, Kickstarter, and drawing signaling theory, this paper investigates 1) substantive signals (i.e., creator experience backer support) affect success, 2) rhetorical positive negative framing) impact 3) moderate the effects of funding success The research questions are investigated further with three experimental studies replicate proposed in questions. Empirical results consistently show that positively Results also reveal framing performs better for experienced entrepreneurs, outcomes novice entrepreneurs. offers practical managerial insights design effective campaigns compete competitors.