Human capital signals and entrepreneurs’ success in equity crowdfunding

Grounding on research about the role of signals in the attraction of equity finance, this paper studies the effects of diverse human capital signals on entrepreneurs’ success in equity crowdfunding. We argue that the human capital of an entrepreneur, who launches (alone or with other teammates) an equity crowdfunding campaign to finance her start-up, constitutes a set of signals of the start-up quality. The impact of each human capital signal on entrepreneur’s success in equity crowdfunding depends on both signal fit with start-up quality and signal ambiguity. Empirical estimates on 284 entrepreneurs who launched equity crowdfunding campaigns indicate that only entrepreneurs’ business education and entrepreneurial experience, two human capital signals that have both a good fit with start-up quality and a low degree of ambiguity, significantly contribute to entrepreneurs’ success in equity crowdfunding.     

Red flags and rave reviews: Explaining too-good-to-be-true crowdfunding campaigns

Crowdfunding platforms enable entrepreneurs to bring to life ideas that may otherwise have remained unrealized. When crowdfunding campaigns go well, campaigners are able to fulfill their vision, funders’ engagement is rewarded, and society gains access to a range of new offerings. But some recent high-profile medical-technology campaigns have failed to deliver their promised rewards despite reaching and at times far exceeding their funding goals. The objectives of this article are to shed light on why donors fund campaigns that turn out to be too good to be true and to examine how this engagement reduces trust in crowdfunding. To this end, I explore the role of product creativity as a dual mechanism for both funding success and postfunding delivery failure. Product creativity is typically associated with positive crowdfunding outcomes. But in the context of medical-technology campaigns, product creativity may make community members more attracted to campaigns that are less likely to deliver on their campaign promises. This phenomenon then increases the likelihood that the campaign will reduce trust in crowdfunding, hurting donors, the focal venture, and future campaigners. I offer practical implications for crowdfunding platforms, campaigners, and supporters interested in learning more about the pitfalls associated with initially successful crowdfunding campaigns.     

Working the crowd: Leveraging podcasts to enhance crowdfunding success

Crowdfunding has become an increasingly popular tool for entrepreneurs to solicit public funding from individuals. As its popularity grows, entrepreneurs are seeking to learn more about crowdfunding to improve their chances of success. In this article, we explore how podcasts can offer fresh insights to crowdfunding and serve as an effective tool for entrepreneurs to improve their knowledge and the likelihood that their campaigns are funded. We discuss key insights for entrepreneurs offered by ten popular podcast episodes on crowdfunding. Each episode offers enduring lessons for entrepreneurs interested in launching a campaign and also exemplifies the value that podcasts can potentially offer entrepreneurs.     

Big fish: Leveraging the fear of missing out in equity crowdfunding in the post-COVID-19 era

In this article, we look at how to leverage the positive face of the fear of missing out (FOMO) to foster brand community-building in the context of equity crowdfunding in the post-COVID-19 era. Using thematic analysis from 15 interviews with crowd investors across Europe and North America, we investigated how FOMO influences the decision-making of crowd investors. Findings suggest that FOMO is a powerful belongingness facilitator that can support the crowd investor’s self-determination strategies and thus their willingness to take part in a crowdfunding community, sharing in its values and beliefs. FOMO can be used by entrepreneurs to activate identification mechanisms through which they can create a loyal fan base. We conclude by proposing an entrepreneurial action plan to guide the entrepreneur in making the most of FOMO in equity crowdfunding ventures.     

Crowdfunding: Tapping the right crowd

With crowdfunding, an entrepreneur raises external financing from a large audience (the “crowd”), in which each individual provides a very small amount, instead of soliciting a small group of sophisticated investors. This article compares two forms of crowdfunding: entrepreneurs solicit individuals either to pre-order the product or to advance a fixed amount of money in exchange for a share of future profits (or equity). In either case, we assume that “crowdfunders” enjoy “community benefits” that increase their utility. Using a unified model, we show that the entrepreneur prefers pre-ordering if the initial capital requirement is relatively small compared with market size and prefers profit sharing otherwise. Our conclusions have implications for managerial decisions in the early development stage of firms, when the entrepreneur needs to build a community of individuals with whom he or she must interact. We also offer extensions on the impact of quality uncertainty and information asymmetry.     

Skin in the game: Self-funding and reward crowdfunding success

This article focuses on entrepreneurs’ self-funding behavior in the reward crowdfunding context and its relation to crowdfunding success. Theoretically anchoring our discussion in signaling theory, we argue that self-funding sends similar information to that conveyed by quick-fix bootstrapping efforts. Accordingly, we hypothesize that self-funding behavior is positively associated with crowdfunding success as it can help alleviate uncertainties around a fundraiser’s intent and quality as perceived by prospective backers. To show this, we use a sample of 1,583 campaigns collected from Zhongchou, the largest Chinese reward-based crowdfunding platform, to test our hypotheses. Our results demonstrate that entrepreneurs' direct self-funding is positively associated with crowdfunding success. Moreover, this effect is partially mediated by the quality of campaigns’ content elements.     

Failed but validated? The effect of market validation on persistence and performance after a crowdfunding failure

We investigate the impact of market validation on persistence and subsequent performance following a specific type of failure (crowdfunding failure). We leverage a mixed methods design, employing a controlled lab experiment with entrepreneurs (Study 1) and a four-year lagged longitudinal field study which combines two archival databases (Study 2). In our experiment, we find that market validation encourages entrepreneur persistence through affective activation and cognition-based action intentions (specifically search and knowledge integration). We also find that another form of validation, expert validation, strengthens this relationship. In our field study, market validation is shown to be a stronger predictor of performance after a crowdfunding failure in comparison to expert validation. We draw from the social proof and wisdom of the crowd perspectives to develop our theoretical model and explain the implications of our findings.     

Following the Crowd—Does Crowdfunding Affect Venture Capitalists’ Selection of Entrepreneurial Ventures?

Given the increasing popularity of crowdfunding as a new means to finance entrepreneurial ventures, we assess whether and how crowdfunding campaign‐specific signals that affect campaign success influence venture capitalists’ selection decisions in ventures’ follow‐up funding process. Our study relies on cross‐referencing a proprietary data set of 56,000 crowdfunding campaigns that ran on Kickstarter between 2009 and 2016 with 100,000 investments in the same period from the Crunchbase data set. Drawing on signaling theory and the microfinance literature, our empirical findings reveal that a successful crowdfunding campaign leads to a higher likelihood to receive follow‐up venture capital (VC) financing, and that there exists an inverted U‐shaped relationship between the funding‐ratio and the probability to receive VC funding. Further, we find statistical evidence that an endorsement by the platform provider has a likewise positive impact on the receipt of VC. Contrary to our expectations, word‐of‐mouth volume seems to be a negligible factor when it comes to follow‐up VC financing. Our results support the view that crowdfunding signals are factored into the VC’s funding decision in order to evaluate the potential of entrepreneurial ventures.     

Unpacking the Antecedents of Crowdfunding Campaign’s Success: The Effects of Social Media and Innovation Orientation

We applied a capabilities view as the theoretical underpinning to investigate the integrative role of orientation (IO) and the strategic use of social media (SSM) on a firm’s crowdfunding campaign success (CFS). We suggest that IO promotes a firm’s ability to succeed with crowdfunding campaigns, and that this relationship is mediated by the SSM. To check our contentions, we surveyed professionals from 322 firms that conducted crowdfunding campaigns. For IO and SSM, we used preexisting scales, while for CFS we created and validated our own seven‐item scale. We found that IO alone does not fully account for CFS, but rather its effect is based on a firm’s ability to SSM. Our findings contribute to the literature on strategic entrepreneurship, media strategy, and public policy.     

Choose your words carefully: Harnessing the language of crowdfunding for success

When it comes to raising money via crowdfunding, the language used in campaign narratives matters. Little practical guidance has been offered to those wishing to use crowdfunding concerning how to tailor the language in a crowdfunding campaign to enhance funding prospects. We take insights generated in academic research and distill those down to practical guidance for crowdfunding users. Here, we focus on two important aspects of language. First, we highlight how language that provides insight into the entrepreneurs’ personality—words expressing positivity, charisma, resilience, or narcissism—relates to funding. Second, we outline how various linguistic styles used to describe the general topics of the campaign relate to funding. Our work is particularly applicable to one of the most popular forms of crowdfunding: rewards-based crowdfunding.     

Insights on the mentorship and coachability of entrepreneurs

Mentorship from other experienced individuals has become essential to entrepreneurs and their fledgling ventures, particularly in today’s accelerators. However, even with the acknowledgment that mentoring and coaching improve an entrepreneur’s likelihood of success, we know very little about the nuances of mentor-mentee relationships or the individual characteristics important to an entrepreneur’s coachability. Therefore, we examined mentors and founders across entrepreneurial support organizations to investigate the factors that influence an entrepreneur’s coachability, how coachability translates to venture outcomes, and whether or not the mentor-mentee relationship met the entrepreneur’s expectations. We found that entrepreneurs that are more coachable are ultimately more successful during their time in these programs and are more satisfied with their mentorship experience. This article provides insights for the leaders of accelerators to improve mentorship opportunities and suggestions for entrepreneurs to improve their coachability.     

Launching for success: The effects of psychological distance and mental simulation on funding decisions and crowdfunding performance

This research examines how potential backers form mental representations of products in reward-based crowdfunding campaigns, and how these representations affect funding decisions and campaign performance. To test our framework, we conducted four experiments and also drew on a sample of 961 Kickstarter campaigns. Our results show that two campaign characteristics – the product's development stage and the indicated time to product delivery – determine the psychological distance that supporters experience in response to a campaign, and that psychological distance, in turn, inhibits individual campaign contributions and cumulative campaign success. Furthermore, we find that encouraging supporters to imagine the benefits of product usage is an effective means to increase support for campaigns that elicit high psychological distance.     

Beyond financing: crowdfunding as an informational mechanism

Besides providing financial support for new ventures, crowdfunding can bring additional advantages for entrepreneurs. In this paper, we test the hypothesis that crowdfunding also serves as an informational mechanism. Using a unique dataset built with publicly available data from Internet-based sources, and after controlling for alternative explanations, we empirically show that when not successful on crowdfunding, thus not accessing capital, project owners may decide to release the product in the market if contributions suggest positive valuation from the “crowd”.     

The evolution and adoption of equity crowdfunding: entrepreneur and investor entry into a new market

Equity crowdfunding (ECF) offers entrepreneurs an online social media marketplace where they can access numerous potential investors who, in exchange for an ownership stake, may supply them with finance. In this paper, we describe the evolution of this market in the UK. Using an inductive qualitative longitudinal research design, we analyse the emerging views of entrepreneurs and investors towards ECF. Our interviewees include large and small-scale investors, as well as market participants who have chosen not to invest or raise funds via ECF. We find that the large financial flows to entrepreneurs in the UK via the ECF platforms, nearly half a billion GBP since 2011, have probably been largely incremental to traditional sources of early stage entrepreneurial finance. Moreover, our research indicates that for the most part, investors appear to understand and appropriately evaluate the risks that they are bearing; ECF investments are perceived as a high risk, high return component within individuals’ portfolios. Investors also use their communication with peers and entrepreneurs via the ECF platform as a learning tool. On the entrepreneurs’ side, ECF allows them to test their products, to develop their brand, to build a loyal customer base and to turn customers into investors. We conclude that policymakers, with the support of a locally appropriate regulatory framework, could support equity crowdfunding as one of the market choices available for entrepreneurs looking to start or grow their ventures.     

From value chains to technological platforms: The effects of crowdfunding in the digital game industry

This study contributes to understanding the effects of crowdfunding on the value creation process in the digital game industry. Specifically, it integrates the value chain logic with the platform logic to examine collaborative value creation enabled by opening up the business models of game developers to the crowd. Through a multiple case design this research shows that the benefit of using crowdfunding goes well beyond fundraising. As an implementation of open innovation, crowdfunding unifies the channels that bring capital, technology and market knowledge from the crowd into the game. This finding leads to the exploration of a new complex system of interactions between game developers and value chain stakeholders, and invokes the analysis of crowdfunding as a form of technological platform to identify and analyze new types of collaboration and competition. This research limits its findings to the effects of reward-based crowdfunding. Other forms of crowdfunding require further investigations. The paper also aims to help practitioners understand how crowdfunding is transforming the game industry.     

Bellwether and the herd? Unpacking the u-shaped relationship between prior funding and subsequent contributions in reward-based crowdfunding

Building on the insights from observational learning and other social influence research, this study challenges the existing literature that proposes a linear relationship between prior funding and subsequent contributions in the crowdfunding setting. Instead, we propose a U-shaped relationship, illustrating a negative relationship between prior funding and subsequent contributions when funding amounts are small and this relationship becomes positive when prior funding amounts are large. Consistent with the rational herding perspective, we assume that individuals do not mindlessly mimic one others' behaviors, but incorporate quality signals into their decision-making. Signals indicating a high quality project such as video quality, as well as the preparedness and passion of the entrepreneur enhance this U-shaped relationship whereas indicators of situational urgency weaken this relationship. Based on a sample of 11,019 daily observations of 333 Kickstarter projects, we find general support for our hypotheses. Our post hoc experiment further supports the mechanisms underlying the U-shaped relationship. This paper extends our understanding of the relationship between past actions and subsequent behavior, and contributes to the literatures of observational learning, crowdfunding, and visual information.Executive summaryWe challenge the extant literature that has proposed, but inconsistently documented, a positive effect of prior funding on subsequent crowdfunding contributions. We argue that such inconsistency is due to the lack of integration of insights from other social influence research, such as observational learning, threshold models, and bystander effects. This research has been limited when postulating that crowdfunding backers simply imitate others' actions in order to mitigate uncertainty producing a linear effect, yet such an effect depends on the intensity of others' actions and may be curvilinear. This research overlooks the fact that backers do not merely passively imitate others' behaviors, but incorporate quality signals sent by entrepreneurs to make such decisions. Thus, it is important to account for potential moderators that may influence the complex relationship between prior funding and subsequent contributions.Based on observational learning research and related models, accrued prior funding may be perceived differently by potential backers: individuals may view accrued funding as a sign of a decreased funding need on the part of a campaign's creators, because others are already backing the campaign or, alternatively, they may see it as a cue of high product quality. These conflicting effects may lead to a U-shaped relationship between prior funding and subsequent contributions at a collective level. At low funding levels, prior funding may be negatively associated with subsequent contributions because such levels indicate there is already support, but that the campaign may not be of high quality. At medium levels, prior funding may have no effect on contributions, aside from halfhearted interest of other backers. At high levels, prior funding may be positively related to subsequent contributions as this sends a robust cue of project quality and convinces prospective donors to contribute. Further, we derive a U-shaped relationship which may be moderated by visual media-based quality signals and situational urgency.To test these hypotheses, we conducted two studies. One was a field study of 333 Kickstarter projects, with 11,019 daily observations of crowdfunding activities from mid-February 2013 through mid-April 2013. We used the Kicktraq website to track Kickstarter projects and recruited 390 participants via Amazon Mechanical Turk (MTurk) to evaluate the video pitches on Kickstarter. Our results suggest a negative relationship between prior funding and subsequent contributions when funding amounts are small. This relationship becomes positive when prior funding amounts are large. Thus, we find a U-shaped relationship between prior funding and subsequent contributions, with an inflection point when prior funding amounts reach between 72% and 80% of the funding goal. This is strengthened in the presence of visual media-based quality signals, such as video quality, as well as the preparedness and passion of the entrepreneur. However, indicators of situational urgency may weaken this U-shaped relationship.We followed up with a post hoc experiment to document the two mechanisms by which prior funding influence subsequent contributions. We found that increases in the prior funding amount increased perceived product quality but decreased perceived urgency. These perceptions were found to jointly influence participants' proposed pledged amounts, supporting an explanation of a complex relationship between prior funding and subsequent contributions.This study is among the first to offer a more complete picture of the relationship between past actions and subsequent behavior under market and institutional constraints (i.e., when market actors observe the censored behaviors of other actors on crowdfunding platforms) and contributes to the literatures of observational learning, crowdfunding, and visual information.     

Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance

Crowdfunding has become a key approach in connecting people and equality distribution mechanisms. Digitalization enables various crowdfunding platforms to be built online for different purposes, one of those being donation crowdfunding for social purposes. To capture attention and obtain sufficient donations, customer engagement is a key focus for these platforms. To engage customer emotion and cognition, social crowdfunding content must be captivating. Storytelling techniques are one of the most popular approaches in creating engaging content. It is essential to explore the relationship between storytelling, customer engagement, and successful achievement of donations. This research explores the different effects of direct vs. indirect storytelling techniques on social-issue crowdfunding campaigns. Data from a crowdfunding platform suggest that storytelling techniques have a significant positive effect on customer engagement and donation performance, particularly the direct storytelling technique. However, customer engagement does not serve as a mediator between storytelling and donation performance. This study fills the research gap regarding digital customer engagement, particularly in the social purpose context. The theoretical and practical implications are also discussed.     

Crowdfunding as a Fast-Expanding Market for the Creation of Capital and Shared Value

This article explores the fast-expanding market of crowdfunding − a market that will have created over $62 billion in new capital, primarily for entrepreneurs and small and medium-sized business enterprises (SMEs), by the end of this year. We will look at the history of crowdfunding, the main drivers of the current market, the various platforms and business models, and the rapid and exponential growth of the market. We will discuss the importance of the concept of “shared value” in the development and evolution of this market, and look more closely at the United States’ current economy and how the mechanism of access to capital has been disrupted since the financial crisis. We will examine the premise that crowdfunding is the “crowd's” (anyone other than the top 1%) way of responding to this disruption and creating new capital. © 2015 Wiley Periodicals, Inc.