Journal of Business Research· 2026Q1
Commercial or relational cues: how information salience in project titles affects crowdfunding performance
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- 2026year
Short summary
Project titles highlighting market validation information increase crowdfunding success, whereas titles with low psychological distance decrease it, according to an analysis of 2,064 startups on the Kaishiba platform.
AI-generated from the title and abstract; the full text is not read.
Key points
- Market validation information in project titles positively correlates with crowdfunding performance.
- Low psychological distance information in project titles negatively correlates with crowdfunding performance.
- Entrepreneur gender moderates the impact of project title information on funding success.
- Projects are more likely to be funded when title information aligns with gender stereotypes.
AI-generated from the title and abstract; the full text is not read.
Abstract
Scholars have paid considerable attention to factors that could influence crowdfunding performance. However, whether or how the salience of information in project titles may affect crowdfunding performance remains unknown. To address this research gap, we examine 2,064 startups that sought funding on the Kaishiba crowdfunding platform. We find that market validation information in a project title is positively correlated with crowdfunding performance, whereas low psychological distance information is negatively associated with crowdfunding performance. We reveal that the influence of project title information on crowdfunding performance is moderated by the gender of entrepreneurs. Specifically, projects will more (less) likely be funded when entrepreneurs provide information that is congruent (incongruent) with stereotypes associated with their gender. Our findings contribute to the crowdfunding literature by introducing the salience of project title information as a factor that can influence crowdfunding performance while providing practical insights for entrepreneurs, policymakers, and investors.
The authors' abstract, as published at the source. Journal of Business Research, 2026 · DOI ↗
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Management Information SystemsBusiness, Management and Accounting