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Social media marketing for equity crowdfunding: Which posts trigger investment decisions?

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  • Eisenbeiss, Maik
  • Hartmann, Sven A.
  • Hornuf, Lars

Abstract

Based on 26,883 investment decisions, we examine the influence of social media marketing on crowd participation in equity crowdfunding. We distinguish between different types of informative and persuasive posts on Facebook and Twitter. Informative posts provide investors with information about the crowdfunding campaign; persuasive posts do not, but rather aim to directly influence an investor’s decision-making process. We find that both types of posts have a positive impact on the number of investments. However, persuasive posts also increase the amount of an investment if they contain a statement about the previous investment success of the campaign and signal to the crowd that they are not investing alone.

Suggested Citation

  • Eisenbeiss, Maik & Hartmann, Sven A. & Hornuf, Lars, 2023. "Social media marketing for equity crowdfunding: Which posts trigger investment decisions?," Finance Research Letters, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:finlet:v:52:y:2023:i:c:s1544612322005475
    DOI: 10.1016/j.frl.2022.103370
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    References listed on IDEAS

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    1. Hornuf, Lars & Schwienbacher, Armin, 2018. "Market mechanisms and funding dynamics in equity crowdfunding," Journal of Corporate Finance, Elsevier, vol. 50(C), pages 556-574.
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    3. Jörn Block & Lars Hornuf & Alexandra Moritz, 2018. "Which updates during an equity crowdfunding campaign increase crowd participation?," Small Business Economics, Springer, vol. 50(1), pages 3-27, January.
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    Cited by:

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    2. Pommet, Sophie & Sannajust, Aurélie & Xu, Qing, 2023. "Rating of equity crowdfunding platforms," Finance Research Letters, Elsevier, vol. 58(PD).

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    More about this item

    Keywords

    Equity crowdfunding; Entrepreneurial finance; Social media; Investor communication;
    All these keywords.

    JEL classification:

    • G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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