Reward-based Crowdfunding. Influence of Virtuous and Entrepreneurial Orientation Rhetoric on Campaign Performance

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 2 Theory development and hypotheses
  • 2.1 Crowdfunding overview
  • 2.2 Virtuous and entrepreneurial orientation rhetoric
  • 2.3 Social role theory
  • 2.4 Social role theory, VO and EO rhetoric, and reward-based crowdfunding
    • 2.4.1 VO and EO rhetoric, and reward-based crowdfunding
    • 2.4.2 Sex, VO and EO rhetoric, and reward-based crowdfunding
    • 2.4.3 Race, VO and EO rhetoric, and reward-based crowdfunding
    • 2.4.4 Attractiveness, VO and EO rhetoric, and reward-based crowdfunding
    • 2.4.5 Age, VO and EO rhetoric, and reward-based crowdfunding
• 3 Methodology
  • 3.1 Sample and data collection
  • 3.2 Dependent variables
  • 3.3 Independent variables
  • 3.4 Control variables
  • 3.5 Moderating variables
  • 3.6 Statistical analysis
• 4 Results
  • 4.1 Main analysis
  • 4.2 Robustness checks
  • 4.3 Interaction of multiple demographic characteristics
• 5 Discussion
  • 5.1 Limitations and future research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis aims to investigate the relationship between virtuous and entrepreneurial orientation (VO and EO) rhetoric and reward-based crowdfunding performance. Drawing upon social role theory, the study examines the influence of individual characteristics such as sex, race, attractiveness, and age on the effectiveness of VO and EO rhetoric in crowdfunding campaigns.

• The impact of VO and EO rhetoric on crowdfunding performance
• The role of social role theory in explaining the relationship between rhetoric and performance
• The moderating effects of individual demographic characteristics on the effectiveness of VO and EO rhetoric
• The influence of sex, race, attractiveness, and age on crowdfunding outcomes
• The implications of findings for crowdfunding campaign design and strategy

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction introduces the research topic and provides an overview of the study's rationale and objectives.
• Chapter 2: Theory Development and Hypotheses presents the theoretical framework underpinning the study. This chapter discusses the concepts of VO and EO rhetoric, social role theory, and their application to reward-based crowdfunding. It also outlines the hypotheses to be tested.
• Chapter 3: Methodology describes the research design, data collection methods, and statistical analysis techniques used in the study.
• Chapter 4: Results presents the findings of the statistical analysis, including the main analysis and robustness checks.
• Chapter 5: Discussion provides an interpretation of the results, addressing the implications of the findings, limitations of the study, and directions for future research.

Schlüsselwörter (Keywords)

This study explores the key concepts of virtuous and entrepreneurial orientation rhetoric, social role theory, reward-based crowdfunding, campaign performance, individual demographic characteristics, and statistical analysis. It examines the influence of sex, race, attractiveness, and age on the effectiveness of VO and EO rhetoric in crowdfunding campaigns.