Framing Within Tech Crowdfunding Campaigns : How does the use of different cognitive framing categories influence the crowdfunding success of technology startups?

Abstract: This study explores the relationship between the use of framing within crowdfundingcampaigns of technology startup companies and the funding outcomes of these campaigns.We examine how the presence of cognitive framing categories of opportunity, threat, noveltyand commonality within crowdfunding pitches of technology startups affect the chance ofsuccessfully receiving funding. In order to examine the effect of framing on the funding outcomes of crowdfundingcampaigns, a qualitative, explorative research approach is employed. With the use of anexisting framing framework, we identify, categorize and analyze the content of crowdfundingcampaigns. The data sample we analyze is comprised of publicly available technologycompany crowdfunding campaigns collected from Kickstarter, a crowdfunding platform. The results suggest that the presence of novelty and opportunity framing withincrowdfunding campaigns is most closely associated with successful funding. We alsodiscover that several other campaign components, both prose and non-prose, which did notconform into the framing cognitive categories outlined, may also be important for thesuccessful funding of campaigns.