Information Systems Faculty Publications
Document Type
Article
Publication Date
2026
Abstract
Effective communication is critical in crowdfunding, where information asymmetry poses a significant challenge. While prior research has emphasized the persuasive power of rhetorical content, less is known about how the structure of rhetoric—beyond its content—shapes backers’ cognitive and behavioral responses. This study examines the role of hierarchical rhetoric in crowdfunding and its impact on actual funding outcomes, backers’ elaboration, perceived information sharing quality, and their willingness to fund. Drawing on computational linguistics and dual-process theories of information processing, we conducted a multiphase investigation that combines observational data from the Kickstarter platform with controlled experiments. Our findings show that the use of hierarchically structured rhetoric is positively associated with improved funding outcomes, longer information processing duration, higher perceived information sharing quality, and greater willingness to fund. We also found that these effects differ across project categories, suggesting that the effectiveness of rhetorical structure is context dependent. This study contributes to the literature on platform-mediated communication and crowdfunding by highlighting the cognitive and perceptual significance of rhetorical structure in shaping backer funding behavior and offering practical guidance for entrepreneurs seeking to optimize communication strategies.
Recommended Citation
Ghasemi, E., Sheikh-Zadeh, A. and Song, J., 2026. Beyond Words: Unraveling the Influence of Rhetorical Structure on Information Sharing and Backers’ Support in Crowdfunding. Journal of the Association for Information Systems, 27(2), pp.521-567. https://doi.org/10.17705/1jais.00975
Publication Title
Journal of the Association for Information Systems
DOI
10.17705/1jais.00975
Comments
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