Signals that matterHafeez, Saima (Avtor) Drnovšek, Mateja (Avtor) enterprisesinvestmentsdecision makingreward-based crowdfundingpassion displayproduct usefulnesssignaling theoryframing theoryThis study investigates how displayed passion in reward-based crowdfunding video pitches influences backers’ funding decisions. Specifically, we conceptualize and empirically test both the direct and indirect effects of passion, with product usefulness acting as a mediating factor. Using data from 363 experienced crowdfunding backers, our analysis supports our predictions that while passion serves as a strong signal to attract interest, perceived product usefulness plays a critical role in shaping the final funding decision. By doing so, we contribute to the crowdfunding literature by highlighting the importance of signaling and framing in backer decision-making. Our findings show that entrepreneurs can enhance engagement and increase funding success by delivering emotionally expressive pitches that strategically emphasize product value. This study advances the understanding of how emotional cues and message framing influence crowdfunding outcomes and offers actionable insights for campaign creators.20252025-12-08 15:37:07Članek v reviji176681UDK: 658ISSN pri članku: 1321-5906DOI: 10.1080/13215906.2025.2548796COBISS_ID: 245983491sl