Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success

Although recent evidence has found support for the importance of social media in communicating specific messages between venture founders and their target audience, there remains a relative paucity research regarding how temporal elements activity are related to key development outcomes. In this context, current study draws on conceptual framework shock advertising understand louder (i.e., an increasing number tweets) unpredictable tweets at non-standard times) Twitter can improve odds crowdfunding success. Using sample Kickstarter projects 2009 2018 cross-sectional regressions (ordinary least squares logit model), we find that meeting goals increase 1.24 times with each percentage tweets, project-category-year. The success further unpredictability project-category-year adjusted tweets. era when standing out is increasingly challenging, our findings have implications managing during campaigns.