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

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  • Yin-Chi Liao

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.

Suggested Citation

  • Yin-Chi Liao, 2021. "Gender and quality signals: How does gender influence the effectiveness of signals in crowdfunding?," Journal of Small Business Management, Taylor & Francis Journals, vol. 59(S1), pages 153-192, August.
    • Handle: RePEc:taf:ujbmxx:v:59:y:2021:i:s1:p:s153-s192
    DOI: 10.1080/00472778.2021.1966434
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    Citations

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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. Adamus, Magdalena & Guzi, Martin & Ballová Mikušková, Eva, 2025. "Evaluators’ masculine gender identity may drive gender biases in peer evaluation of business plans," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 119(C).
    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. Syeda Tayyaba Ijaz, 2024. "Impression management strategies, entrepreneurial reputation, and financial resource acquisition: an empirical study in entrepreneurship," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-11, December.
    5. Chandna, Vallari & Axelton, Zhuoli, 2025. "Tackling gender disparity and achieving optimal distinctiveness in crowdfunding platforms," Business Horizons, Elsevier, vol. 68(3), pages 351-360.
    6. Chandler, Jeffrey A. & Anglin, Aaron H. & Kanwal, Fizza & Short, Jeremy C., 2024. "No politics in funding pitches: An expectancy violations theory perspective of entrepreneurs' political expressions in crowdfunding," Journal of Business Venturing, Elsevier, vol. 39(1).
    7. Aaron Anglin & Garry D. Bruton & Marcin Bielicki, 2025. "No Credit for Success, Penalized for Failure? An Examination of Entrepreneur Race, Gender, and Prior Fundraising Track Records in Crowdfunding," Entrepreneurship Theory and Practice, , vol. 49(5), pages 1392-1430, September.
    8. Pomme Theunissen & Matteo Millone, 2024. "Gender effects in crowdfunded business loan campaigns," PLOS ONE, Public Library of Science, vol. 19(7), pages 1-28, July.
    9. Julian Bafera & Simon Kleinert, 2023. "Signaling Theory in Entrepreneurship Research: A Systematic Review and Research Agenda," Entrepreneurship Theory and Practice, , vol. 47(6), pages 2419-2464, November.
    10. Elfi M. Lange & Isabel Schulze & Karina Sopp, 2025. "Does It Matter? Experimental Evidence on the (Signaling) Effect of Gender-Specific Accelerator Programs on Access to Angel Capital," Administrative Sciences, MDPI, vol. 15(9), pages 1-38, September.
    11. McSweeney, Jordan J. & McSweeney, Kevin T. & Allison, Thomas H. & Anglin, Aaron H., 2025. "The entrepreneurial pitching process: A systematic review using topic modeling and future research agenda," Journal of Business Venturing, Elsevier, vol. 40(5).

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