The impact of visualization tools on the crowdfunding performance of social ventures

Purpose This paper aims to examine the impact of visualization tools on the financing ratio of crowdfunding platforms projects of social enterprises, and to sort out personal quality signals and project quality signals based on signaling theory. This paper also divides the emotions and feelings brought by the visualization tools into persuasive and informative styles, showing the functions of different tools on the crowdfunding performance of social ventures. Design/methodology/approach Linear regression and binary regression are applied to analyze data on social entrepreneurship projects from two internationally authoritative crowdfunding platforms, Kickstarter and Indiegogo. Findings In social entrepreneurship projects, the number of emotionally persuasive images has a significant positive impact on the financing ratio. Among them, the financing target has a negative regulatory effect. Research limitations/implications The study has not fully explored how different visual aspects (such as color and composition) impact investor perceptions. Future research should address these variables for a more accurate understanding of how visualization affects financing performance. Practical implications This paper summarizes the factors that affect the crowdfunding ratio and provides a visualization tool from an innovative perspective. The application provides reference value for all types of crowdfunding projects on the crowdfunding platforms. Social implications Social entrepreneurs should use the crowdfunding model to raise funds and deepen their understanding of crowdfunding investors, so that more people can participate in social entrepreneurship and thereby generate greater social value. Originality/value This paper provides a new perspective for the classification of visualization tools. This paper divides the emotions and feelings brought by the visualization tools to the information recipients, and classifies them into persuasive and informative styles, showing the functions of different tools.