Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies

Nurdan Gürkan

doi:10.26650/ibr.2026.55.1722367

Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies

Abstract

This study examines how linguistic framing—emotional tone, linguistic complexity, and narrative intensity—relates to funding performance in successful crowdfunding campaigns. Building on framing theory and language expectancy theory, it argues that the effectiveness of linguistic cues is contingent on audience expectations that vary by campaign tier. Using a manually curated dataset of technology campaigns from Kickstarter, the study applies computational text analysis and tier-specific regression models to uncover differentiated patterns. Emotional tone and storytelling show strong positive effects in lower-tier campaigns, where affective resonance supports trust-building. In contrast, higher-tier campaigns reward linguistic complexity, interpreting it as a signal of credibility and competence. Storytelling proves counterproductive in middle-tier contexts, where factual precision is expected.

The findings offer a tier-sensitive model of persuasive communication in entrepreneurial contexts, challenging the assumption of uniform audience behavior. They also provide practical guidance for entrepreneurs and crowdfunding platforms on how to tailor language strategies based on audience sophistication. By integrating computational methods with contextual theorization, this study contributes to a growing literature that views language as a strategic tool in digital entrepreneurship and highlights the critical role of audience-aligned messaging in influencing funding outcomes.

Keywords

References

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Details

Primary Language

English

Subjects

Business Analytics, Business Information Management, Business Systems in Context (Other)

Journal Section

Research Article

Authors

Nurdan Gürkan ^*
0000-0002-2220-769X
Türkiye

Publication Date

May 22, 2026

Submission Date

June 18, 2025

Acceptance Date

April 10, 2026

Published in Issue

Year 2026 Volume: 55 Number: 1

DOI

https://doi.org/10.26650/ibr.2026.55.1722367

IZ

https://izlik.org/JA74US73XA

Cite

RIS / Bibtex

APA

Gürkan, N. (2026). Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies. Istanbul Business Research, 55(1), 138-157. https://doi.org/10.26650/ibr.2026.55.1722367

AMA

1.Gürkan N. Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies. IBR. 2026;55(1):138-157. doi:10.26650/ibr.2026.55.1722367

Chicago

Gürkan, Nurdan. 2026. “Linguistic Framing and Campaign Outcomes in Crowdfunding: A Tier-Sensitive Analysis of Communication Strategies”. Istanbul Business Research 55 (1): 138-57. https://doi.org/10.26650/ibr.2026.55.1722367.

EndNote

Gürkan N (May 1, 2026) Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies. Istanbul Business Research 55 1 138–157.

IEEE

[1]N. Gürkan, “Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies”, IBR, vol. 55, no. 1, pp. 138–157, May 2026, doi: 10.26650/ibr.2026.55.1722367.

ISNAD

Gürkan, Nurdan. “Linguistic Framing and Campaign Outcomes in Crowdfunding: A Tier-Sensitive Analysis of Communication Strategies”. Istanbul Business Research 55/1 (May 1, 2026): 138-157. https://doi.org/10.26650/ibr.2026.55.1722367.

JAMA

1.Gürkan N. Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies. IBR. 2026;55:138–157.

MLA

Gürkan, Nurdan. “Linguistic Framing and Campaign Outcomes in Crowdfunding: A Tier-Sensitive Analysis of Communication Strategies”. Istanbul Business Research, vol. 55, no. 1, May 2026, pp. 138-57, doi:10.26650/ibr.2026.55.1722367.

Vancouver

1.Nurdan Gürkan. Linguistic framing and campaign outcomes in crowdfunding: A tier-sensitive analysis of communication strategies. IBR. 2026 May 1;55(1):138-57. doi:10.26650/ibr.2026.55.1722367