Sinalização de credibilidade: o efeito da certificação e do crowdfunding na intenção de doação para o empreendedorismo social

Abstract

Social entrepreneurship and crowdfunding emerge as transformative forces promoting innovation and sustainable development. While social entrepreneurship aims to create social value, tackling challenges such as funding difficulties and lack of institutional support, crowdfunding offers a viable alternative, allowing entrepreneurs to obtain resources through small online contributions. This study investigated the effect of external certification and registration on crowdfunding platforms on donation intention for social entrepreneurship projects, from the perspective of Signaling Theory, exploring the dynamics of trust and reputation. Using a quantitative approach and a 2x2 factorial design, the research formulated and tested hypotheses through questionnaires administered to potential donors, controlling external factors with scenario-based and vignette experiments. The results indicate that both external certification and registration on platforms increase donation intention, with international certification enhancing perceived reputation, while registration on crowdfunding platforms positively influencing donor trust. These findings suggest that signals of credibility and quality, such as certifications and presence on crowdfunding platforms, are crucial in influencing donor behavior, aligning with signaling theory. Additionally, these mechanisms were identified as crucial in overcoming common challenges faced by social entrepreneurship, such as lack of funding and institutional support. The study offers practical insights for social entrepreneurs, highlighting that investing in certifications and using crowdfunding platforms are valuable strategies to increase resource mobilization and improve public perception of their projects. By maximizing the potential of crowdfunding as a financing tool for social initiatives, this research significantly contributes to understanding the mechanisms driving social venture funding. It is concluded that the strategic use of these resources can not only increase the financial viability of social projects but also strengthen their reputation and trust among donors, promoting a virtuous cycle of support and sustainable growth.