Evolving Communication on Social Media: How Negative Feedback Shapes Language Ambiguity During Crowdfunding

This study examines how entrepreneur’s communication evolves on social media during crowdfunding campaigns in response to negative feedback. We analyze entrepreneurs' variations in language ambiguity, positing that varying degrees of ambiguity serve to sustain the audience’s interest. We define tangible feedback as the amount of funds secured and intangible feedback as social media engagement. Using feedback intervention theory (FIT), we explore how these feedback types influence entrepreneurs’ language ambiguity. We hypothesize an asymmetrical response to tangible and intangible feedback. Negative tangible feedback is associated with a decrease in language ambiguity, whereas negative intangible feedback will lead to an increase in language ambiguity. Moreover, we expect a reinforcement effect when negative feedback persists over time. Our findings contribute to understanding the adaptive communication strategies of entrepreneurs in digital fundraising contexts and the role of language as a tool to navigate competing goals under pressure.