#4689. Gender and quality signals: How does gender influence the effectiveness of signals in crowdfunding?

August 2026publication date
Proposal available till 22-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Business, Management and Accounting (all);
Strategy and Management;
Management of Technology and Innovation;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №4689.1 Contract №4689.2 Contract №4689.3 Contract №4689.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
Combining signaling theory and gender role congruity theory, this study examines if the quality signals of entrepreneurs and their ventures are perceived differently because of their gender, which, in turn, affects the crowdfunding performance. In a sample of 14,729 campaigns in Kickstarter, this study shows that gender determines the effectiveness of signals in enhancing funding performance, but not uniformly to the disadvantage of women. While females are rewarded less with the signals of competence and qualification, they benefit more from the signal of social ties. This study offers implications for evaluating entrepreneurial projects and strategies for crafting an effective pitch.
Keywords:
crowdfunding; Entrepreneurship; gender; gender role congruity theory; signaling theory

Contacts :
0