Journal
JOURNAL OF BUSINESS VENTURING
Volume 33, Issue 5, Pages 643-659Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.jbusvent.2017.12.004
Keywords
Hybrid organizations; Prosocial organizing; Categories; Crowdfunding; Social entrepreneurship
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Funding
- Whitman School of Management at Syracuse University
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Prosocial crowdfunding platforms are venues for individual lenders to allocate resources to ventures that specifically pursue economic and social value. In a setting where hybridity is expected, do crowdfunders respond positively to category-spanning ventures, or do they prefer to fund ventures that are more clearly situated within a single category? Drawing on theory rooted in category membership and spanning, our hypotheses test whether prosocial crowdfunding lenders will more quickly allocate resources to hybrid microenterprises that communicate their hybridity, or to those that communicate a single one of their dual aims. Our study demonstrates that even in such a setting, crowdfunders lend more quickly to microenterprises that position themselves within a single linguistic category in which the social is emphasized over the economic. This suggests that how hybrid organizations position themselves in their linguistic narratives has a significant impact on resource allocation by external prosocial audiences.
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