The devil is in the details: The effect of nonverbal cues on crowdfunding success

Authors

Yuanqing Li
Nan Xiao, The University of Texas Rio Grande Valley
Sibin Wu, The University of Texas Rio Grande ValleyFollow

Document Type

Article

Publication Date

12-2021

Abstract

Many reward-based crowdfunding platforms encourage entrepreneurs to introduce their projects and make a personal appeal with a video clip. In this study, we investigate the impact of such a pitch video on financing outcomes. Grounded in social perception literature, we propose that effective use of nonverbal cues in a pitch video increases funding success. We coded and analyzed videos of crowdfunding campaigns and found that an entrepreneur could improve the funding outcomes by gazing less, appearing early, and reducing speech hesitations in a pitch video. We also found that smiling has no impact on funding success.

Comments

Original published version available at https://doi.org/10.1016/j.im.2021.103528

Recommended Citation

Li, Y., Xiao, N., Wu, S., 2021. The devil is in the details: The effect of nonverbal cues on crowdfunding success. Information & Management 58, 103528. https://doi.org/10.1016/j.im.2021.103528

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Publication Title

Information & Management

DOI

https://doi.org/10.1016/j.im.2021.103528