Language dynamics and legitimacy 91
principles and values (e.g. leveraging a vocabulary that includes words signal-
ling an orientation towards social and environmental aspects) ventures can gain
legitimacy and support (Deephouse, 1996; Deephouse & Suchman, 2008).
Our investigation also oers some practical insights for entrepreneurs, suggesting
it is important to accurately weight the use of economic words when selecting
words to appear in crowdfunding platforms, perhaps by bundling these words
with more clarity and explanations around their implications. This may facilitate
understanding for individuals interested in the product/service oered through
these campaigns and thus increase their willingness to invest in these projects.
Finally