ABSTRACT
In crowdfunding, individuals or small enterprises seek to attract funds for an innovative project by collecting small amounts of capital from a large number of people. In the last decade, it has become a popular form of fundraising that helped thousands of early stage entrepreneurs and ordinary people to realise their business idea (Mollick, 2014). The level of crowdfunding activity grew massively with the advent of the Internet, as project founders can nowadays easily reach a vast public by setting a campaign online. Between 2009 and 2021, over four billion dollars have been pledged on Kickstarter, one of the world’s most popular crowdfunding websites (Kickstarter, 2021a). In uploading a project on Kickstarter or similar venues, founders specify a funding target that must be met for the project to be successful and design a multimodal campaign (including video, images and written text) in which they pitch their project to an audience of potential backers. The macro-level and micro-level argumentation of the crowdfunding pitch. https://www.w3.org/1999/xlink" content-type="black-white" specific-use="print-only" xlink:href="https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9781003481171/f74a40ac-1348-4174-8c35-911a3bec3845/content/HSTC_A_2008942_F0001_PB.tif"/>
