20.500.12556/RUL-176681 Signals that matter exploring the interplay of displayed passion and product usefulness in reward-based crowdfunding decisions This 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. enterprises investments decision making reward-based crowdfunding passion display product usefulness signaling theory framing theory podjetje investicije odločanje true false true Angleški jezik Slovenski jezik Članek v reviji 2025-12-08 15:37:07 2025-12-08 15:37:08 2025-12-23 04:10:32 0000-00-00 00:00:00 2025 0 0 Str. 159-180 no. 2/3 Vol. 32 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658 1321-5906 10.1080/13215906.2025.2548796 245983491 Signals_that_matter__exploring_the_interplay_of_displayed_passion_and_product_usefulness_in_reward-based_crowdfunding_decisions.pdf Signals_that_matter__exploring_the_interplay_of_displayed_passion_and_product_usefulness_in_reward-based_crowdfunding_decisions.pdf 1 B4DFB2D30C0A08C5BA1033FCF077D5EC bef9c73e5fdb5cde65382fc90b6b8299208c74424d8ec5a78bbc194f2db96fdf 2031136d-d443-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223176 https://www.tandfonline.com/doi/full/10.1080/13215906.2025.2548796 0 19eefc8e-d443-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223175 Ekonomska fakulteta 0 0 0