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Gender role congruity and crowdfunding success

Author

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  • Birton J. Cowden
  • Steven A. Creek
  • Joshua D. Maurer

Abstract

Research on financial resource acquisition has indicated negative consequences for entrepreneurs that act feminine when trying to attract investors. Yet, does this remain true in crowdfunding, where there is a more diverse population of backers? To explore this, we take a gender role congruity perspective to see if gender roles align with crowdfunding success. More specifically, 2,071 entrepreneurs from Kickstarter were rated based on feminine (agreeableness and humility) and masculine (assertiveness and emotional stability) characteristics, and these characteristics were compared to whether or not the entrepreneur met the campaign goal. The results suggest that gender role congruity is a factor for successful crowdfunding, in that, for the most part, female entrepreneurs are rewarded for being more feminine and male entrepreneurs are rewarded for being more masculine. Only assertiveness was expected for both male and female entrepreneurs. Theoretical and practical implications are discussed from these findings.

Suggested Citation

  • Birton J. Cowden & Steven A. Creek & Joshua D. Maurer, 2021. "Gender role congruity and crowdfunding success," Journal of Small Business Management, Taylor & Francis Journals, vol. 59(S1), pages 134-152, August.
    • Handle: RePEc:taf:ujbmxx:v:59:y:2021:i:s1:p:s134-s152
    DOI: 10.1080/00472778.2021.1945072
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    Cited by:

    1. Li, Yuanqing & Sui, Sui & Wu, Sibin, 2022. "The effect of gender fit on crowdfunding success," Journal of Business Venturing Insights, Elsevier, vol. 18(C).
    2. Cowden, Birton & Karami, Masoud & Tang, Jintong & Ye, Wenping & Adomako, Samuel, 2023. "The gendered effects of effectuation," Journal of Business Research, Elsevier, vol. 155(PB).
    3. Yalin Wang & Yaokuang Li & Juan Wu & Li Ling & Dan Long, 2023. "Does digitalization sufficiently empower female entrepreneurs? Evidence from their online gender identities and crowdfunding performance," Small Business Economics, Springer, vol. 61(1), pages 325-348, June.
    4. Maurer, Joshua D. & Creek, Steven A. & Allison, Thomas H. & Bendickson, Joshua S. & Sahaym, Arvin, 2023. "Affiliation rhetoric and digital orientation in crowdfunding appeals," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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