Abstract:

Crowdfunding platforms have provided opportunities for entrepreneurs to seek initial capital from a large number of investors. The entrepreneurial narrative may play an imperative role in persuasion, hence impacting the fundraising activities in the context of crowdfunding. Relatively few researches have investigated the effects of the narrative framing strategies on funding performance. In particular, we aim at analyzing the impact of three salient factors: Emotionality, Authority, and Richness. The preliminary result shows that a high degree of emotionality has a positive effect on funding outcomes. We also find the importance of powerful and confident language styles.