Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies
Nurdan Gurkan
article (Uluslararası, Hakemli) | Yazar(lar): Nurdan Gurkan | Yıl: 2026 | Dergi/Kurum: ISTANBUL BUSINESS RESEARCH | İndeks: WOS.ESCI | DOI: 10.26650/ibr.2026.55.1722367 | Anahtar Kelimeler: Communication strategy, Crowdfunding communication, Linguistic framing, Cognitive dynamics, Text analysis, Crowdfunding — Özet: Th
This study examines how linguistic framing-emotional tone, linguistic complexity, and narrative intensity -relates to funding performance in successful crowdfunding campaigns. Building on framing theory and language expectancy theory, it argues that the effectiveness of linguistic cues is contingent on audience expectations that vary by campaign tier. Using a manually curated dataset of technology campaigns from Kickstarter, the study applies computational text analysis and tier-specific regression models to uncover differentiated patterns. Emotional tone and storytelling show strong positive effects in lowertier campaigns, where affective resonance supports trust-building. In contrast, higher-tier campaigns reward linguistic complexity, interpreting it as a signal of credibility and competence. Storytelling proves counterproductive in middle-tier contexts, where factual precision is expected. The findings offer a tier-sensitive model of persuasive communication in entrepreneurial contexts, challenging the assumption of uniform audience behavior. They also provide practical guidance for entrepreneurs and crowdfunding platforms on how to tailor language strategies based on audience sophistication. By integrating computational methods with contextual theorization, this study contributes to a growing literature that views language as a strategic tool in digital entrepreneurship and highlights the critical role of audience-aligned messaging in influencing funding outcomes.