Take my word for it! The role of projected certainty signaling and certainty alignment in reward crowdfunding outcomes

Abstract

Crowdfunding has emerged as a pivotal mechanism for entrepreneurs and innovators to source capital directly from a diverse audience of backers. Our study analyzes the nuanced impact of projected certainty signaling on the success of crowdfunding campaigns. We argue that the degree of certainty conveyed in project descriptions has a curvilinear influence on project success. We underscore the importance of the consensus on this projected certainty being shaped by interactions between founders and backers. Our study has several implications for founders, backers, and platforms by offering valuable insights for enhancing crowdfunding strategies and interactions toward positive outcomes.