Signals that matter : exploring the interplay of displayed passion and product usefulness in reward-based crowdfunding decisions

Hafeez, Saima (avtor), Drnovšek, Mateja (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: enterprises, investments, decision making, reward-based crowdfunding, passion display, product usefulness, signaling theory, framing theory
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2025
• Št. strani: Str. 159-180
• Številčenje: Vol. 32, no. 2/3
• PID: 20.500.12556/RUL-176681
• UDK: 658
• ISSN pri članku: 1321-5906
• DOI: 10.1080/13215906.2025.2548796
• COBISS.SI-ID: 245983491
• Datum objave v RUL: 08.12.2025

Gradivo je del revije

• Naslov: Small enterprise research
• Založnik: Taylor & Francis
• ISSN: 1321-5906
• COBISS.SI-ID: 521629977

Licence

• Licenca: CC BY-NC-ND 4.0, Creative Commons Priznanje avtorstva-Nekomercialno-Brez predelav 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by-nc-nd/4.0/deed.sl
• Opis: Najbolj omejujoča licenca Creative Commons. Uporabniki lahko prenesejo in delijo delo v nekomercialne namene in ga ne smejo uporabiti za nobene druge namene.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: podjetje, investicije, odločanje