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Gender and quality signals: How does gender influence the effectiveness of signals in crowdfunding?

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  • Yin-Chi Liao

Abstract

Combining signaling theory and gender role congruity theory, this study examines if the quality signals of entrepreneurs and their ventures are perceived differently because of their gender, which, in turn, affects the crowdfunding performance. In a sample of 14,729 campaigns in Kickstarter, this study shows that gender determines the effectiveness of signals in enhancing funding performance, but not uniformly to the disadvantage of women. While females are rewarded less with the signals of competence and qualification, they benefit more from the signal of social ties. This study offers implications for evaluating entrepreneurial projects and strategies for crafting an effective pitch.

Suggested Citation

  • Yin-Chi Liao, 2021. "Gender and quality signals: How does gender influence the effectiveness of signals in crowdfunding?," Journal of Small Business Management, Taylor & Francis Journals, vol. 59(S1), pages 153-192, August.
    • Handle: RePEc:taf:ujbmxx:v:59:y:2021:i:s1:p:s153-s192
    DOI: 10.1080/00472778.2021.1966434
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    Cited by:

    1. Li, Yuanqing & Sui, Sui & Wu, Sibin, 2022. "The effect of gender fit on crowdfunding success," Journal of Business Venturing Insights, Elsevier, vol. 18(C).
    2. Julian Bafera & Simon Kleinert, 2023. "Signaling Theory in Entrepreneurship Research: A Systematic Review and Research Agenda," Entrepreneurship Theory and Practice, , vol. 47(6), pages 2419-2464, November.
    3. Yalin Wang & Yaokuang Li & Juan Wu & Li Ling & Dan Long, 2023. "Does digitalization sufficiently empower female entrepreneurs? Evidence from their online gender identities and crowdfunding performance," Small Business Economics, Springer, vol. 61(1), pages 325-348, June.
    4. Chandler, Jeffrey A. & Anglin, Aaron H. & Kanwal, Fizza & Short, Jeremy C., 2024. "No politics in funding pitches: An expectancy violations theory perspective of entrepreneurs' political expressions in crowdfunding," Journal of Business Venturing, Elsevier, vol. 39(1).

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