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Unlocking crowdfunding success by leveraging selling perspectives and influence tactics for optimal performance

Wanxiang Cai et al.

Journal of Small Business Management2026https://doi.org/10.1080/00472778.2025.2607504article
AJG 3ABDC A
Weight
0.50

Abstract

Selling is essential to entrepreneurial businesses, but research on the integration of selling and entrepreneurship is largely under-conceptualized. By integrating influence tactics theory for effective selling with the dual processing model, this research theorizes that influence tactics help crowdfunders form an intuition when evaluating crowdfunding projects. However, the effectiveness of influence tactics on crowdfunding performance depends on analytic thinking triggered by entrepreneurs’ previous crowdfunding experience. Using data from 43,613 projects on Kickstarter, we constructed new measures for influence tactics using the BERT model. The empirical results generally support our conceptual framework of the interactions between influence tactics and entrepreneurs’ crowdfunding experience on fundraising performance.

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https://doi.org/https://doi.org/10.1080/00472778.2025.2607504

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@article{wanxiang2026,
  title        = {{Unlocking crowdfunding success by leveraging selling perspectives and influence tactics for optimal performance}},
  author       = {Wanxiang Cai et al.},
  journal      = {Journal of Small Business Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1080/00472778.2025.2607504},
}

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Unlocking crowdfunding success by leveraging selling perspectives and influence tactics for optimal performance

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.