IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v52y2024i2d10.1007_s11747-023-00943-5.html
   My bibliography  Save this article

The time-varying effects of rhetorical signals in crowdfunding campaigns

Author

Listed:
  • Masoud Moradi

    (Texas State University)

  • Mayukh Dass

    (Texas Tech University)

  • Dennis Arnett

    (Texas Tech University)

  • Vishag Badrinarayanan

    (Texas State University)

Abstract

As crowdfunding success relies heavily on designing campaigns that attempt to influence potential backers within a fixed time frame, this study leverages signaling theory to explore the time-varying direct and interactive effects of rhetorical (i.e., emotional tone, cognitive tone, communal language style, and linguistic style match) and substantive (i.e., backer support) signals employed in project descriptions on funding formation. Using linguistic inquiry and word count (LIWC) and functional data analysis (FDA), we analyze data on 1245 projects from a rewards-based crowdfunding platform (Kickstarter) and demonstrate that (a) the four rhetorical signals are positively related to funding formation, (b) emotional and cognitive tone exert stronger effects in early phases of projects, whereas linguistic style match and communal language style exert stronger effects in later phases, and (c) the dynamic effects of rhetorical signals on funding formation are greater when the number of backers increases. We conclude with implications for crowdfunding research and insights for improving campaign success.

Suggested Citation

  • Masoud Moradi & Mayukh Dass & Dennis Arnett & Vishag Badrinarayanan, 2024. "The time-varying effects of rhetorical signals in crowdfunding campaigns," Journal of the Academy of Marketing Science, Springer, vol. 52(2), pages 370-398, March.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:2:d:10.1007_s11747-023-00943-5
    DOI: 10.1007/s11747-023-00943-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-023-00943-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-023-00943-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:52:y:2024:i:2:d:10.1007_s11747-023-00943-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.