#5372. Impression management techniques in crowdfunding: An analysis of Kickstarter videos using artificial intelligence

August 2026publication date
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Strategy and Management;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
Crowdfunding entrepreneurs increasingly use videos to present their venture and themselves to potential investors. To do this effectively, they consciously or unconsciously use several impression management techniques. Based on human and automated (AI-based analysis) of technology-related videos, we determine which impression management techniques help crowdfunding creators to attract a higher number of backers and meet their financial targets.
Keywords:
Artificial intelligence; Automated video analysis; Crowdfunding; Exemplification; Impression management; Kickstarter; Self-presentation; Video; YouTube

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