ABSTRACT
Clarke (2011) highlights the importance of visual communication and the use of visual symbols to increase organisational legitimacy and develop support for nascent ventures. Visual pitches support entrepreneurs to attain support and funding for their projects and allow entrepreneurs to actively create and manage emotions of stakeholders (Clarke 2011). As more projects utilise the power of visual pitches to persuade the community to financially support the project, the findings emphasise a more socialpsychological rather than rational business oriented organisational legitimacy creation process in reward-based crowdfunding.
