报告题目：Actions Speak Louder: Prosocial Behavioral Integrity, Social Media, and Collaboration on Funding Success
报告人：Yuanqing Li 副教授
邀请人：张尧 教授
报告时间及地点：2026年5月19日（星期二）9：00-10：30 经济管理学院B218
报告人简介：
Yuanqing Li is an Associate Professor of Entrepreneurship of the Department of Management at Montclair State University. Yuanqing earned her Ph.D. in business administration (entrepreneurship concentration) and MBA from the University of Texas - Rio Grande Valley. Her current research interests include cross-cultural management, international entrepreneurship, behaviors of nascent entrepreneurs, sustainability, and crowdfunding. Her publications have appeared in prestigious academic journals such as Information & Management, Journal of Business Venturing Insights, Electronic Commerce Research, International Journal of Entrepreneurial Behavior & Research, etc. She has published two book chapters and has presented over forty research papers at premier management conferences.
报告内容摘要：
We examine how crowdfunding campaign founders' behavioral integrity—demonstrated through the alignment of their promises and actions—can strengthen backer support, ultimately contributing to crowdfunding success. Based on a typology categorizing founders into four groups, Heroes, Talkers, Doers and Zeroes, our research findings reveal that Heroes and Doers significantly outperform Talkers and Zeroes in raising funds, with actions (Doers) proving as impactful as the combination of words and actions (Heroes). While prosocial behavioral integrity enhances funding outcomes, our results show that merely expressing prosocial values (Talkers) is less effective than demonstrating these values through actions. Additionally, we find that adopting social media communication benefits Heroes and Doers, but not Talkers or Zeroes, and that collaborations positively influence success across all groups. Building on behavioral integrity theory, we emphasize the importance of consistency between words and actions, transparency through social media, and expertise enhancement via collaboration for crowdfunding success.
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