A whole new world: Counterintuitive crowdfunding insights for female founders

Henrik Wesemann*, Joakim Wincent

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

3 Citations (Scopus)

Abstract

Female entrepreneurs are subjected to stereotypes that make it difficult to secure funding. Crowdfunding challenges many of the causes of this discrimination but we know little about if and how it changes optimal funding strategies for female entrepreneurs. Using a sample of 3191 crowdfunding campaigns by female entrepreneurs, we draw from signaling theory to develop and test a series of counterintuitive conjectures for female crowdfunding success. Our results contradict advice that may be derived from traditional entrepreneurial finance: women in crowdfunding should use their gender as advertising, use more female-centric language, avoid self-promotion, start businesses in male-dominated sectors, and ask for more money. These findings highlight new theoretical mechanisms in crowdfunding and develop recommendations for female entrepreneurs who want to raise funds.

Original languageEnglish
Article numbere00235
Peer-reviewed scientific journalJournal of Business Venturing Insights
Volume15
Number of pages9
ISSN2352-6734
DOIs
Publication statusPublished - 23.03.2021
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • crowdfunding
  • female entrepreneurship
  • gender
  • signaling theory

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Leading for growth and well-being

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