Funding the story of hybrid ventures: Crowdfunder lending preferences and linguistic hybridity

Todd W. Moss, Maija Renko, Emily Block, Moriah Meyskens

Research output: Contribution to journalArticlepeer-review

129 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)643-659
Number of pages17
JournalJournal of Business Venturing
Issue number5
StatePublished - Sep 2018


  • Categories
  • Crowdfunding
  • Hybrid organizations
  • Prosocial organizing
  • Social entrepreneurship

ASJC Scopus subject areas

  • Business and International Management
  • Management of Technology and Innovation


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