Crowdfunding is an increasingly popular fundraising tool where project creators solicit capital from potential backers in return for monetary rewards or presales of products/services. Potential backers in crowdfunding are looking for potential cues to reduce uncertainty and predict new venture success when making their capital contributions. To increase their funding success, project creators strategically use project descriptions as a marketing tool to attract potential backers and funding.

• Qiang Zhang(Xi'an Jiaotong University, China)
• Yeyi Liu(Xi'an Jiaotong University, China)
• Yuanyuan Liu(Xi'an Jiaotong University, China)
• Dionysius Ang(University of Leeds, the United Kingdom)