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Talk is cheap - isn't it?: When and how substantive and rhetorical signals interact to affect stakeholder contributions to crowdfunded projects
University of Cologne, Germany.ORCID iD: 0000-0002-8304-5321
University of Cologne, Germany.
2016 (English)In: Academy of Management Proceedings, January 2016 (Meeting Abstract Supplement), 2016, 11643Conference paper (Refereed)
Abstract [en]

While entrepreneurs increasingly rely on crowdfunding to finance product-development projects, we still know little about how entrepreneurs succeed at stimulating resource contributions for these projects. To better understand this relationship, we integrate signaling theory and rhetoric research to derive and test theory on signal portfolios, explaining when and how substantive and rhetorical signals interact to affect resource contributions to crowdfunded projects. We theorize positive as well as negative interaction effects between substantive and rhetorical signals, suggesting that signal complementary and redundancy drive signal-portfolio outcomes. An empirical analysis with longitudinal data covering 2,702 observations of signaling and resource contributions from 197 crowdfunded product-development projects supports our hypotheses. These insights extend signaling theory by offering a theory of signal interdependence, explaining how entrepreneurs’ signal-portfolio performance is positively or negatively affected using specific combinations of signals, and how redundancy of these signals can lead to negative outcomes.

Place, publisher, year, edition, pages
2016. 11643
Keyword [en]
Crowdfunding, Signal interdependency, Signaling theory
National Category
Business Administration
URN: urn:nbn:se:hj:diva-31220DOI: 10.5465/AMBPP.2016.11643aOAI: diva2:951863
76th Annual Meeting of the Academy of Management, August 5-9, 2016, Anaheim, California, United States

AOM 2016 Theme: Making Organizations Meaningful

Available from: 2016-08-10 Created: 2016-08-10 Last updated: 2017-01-11Bibliographically approved

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