Crowdfunding entrepreneurs increasingly use videos to present their venture and themselves to potential investors. To do this effectively, they consciously or unconsciously use several impression management techniques. Based on human and automated (AI-based analysis) of technology-related videos, we determine which impression management techniques help crowdfunding creators to attract a higher number of backers and meet their financial targets. Our results indicate that self-presentation and exemplification techniques are positively associated with crowdfunding success, while intimidation is negatively related to crowdfunding success. Our findings show that automated analysis of videos using advanced AI can replace human coding since measures based on human coding become insignificant when AI-based measures are included in the analysis. This illustrates the insights companies can create through the large scale automated analysis of video content using AI, including outside of a crowdfunding context.

众筹企业家越来越多地使用视频向潜在投资者展示他们的企业和他们自己。为了有效地做到这一点，他们有意或无意地使用了几种印象管理技术。基于对技术相关视频的人工和自动化（基于 AI 的分析），我们确定哪些印象管理技术可以帮助众筹创作者吸引更多支持者并实现其财务目标。我们的结果表明，自我展示和示范技术与众筹成功呈正相关，而恐吓与众筹成功呈负相关。我们的研究结果表明，使用高级人工智能对视频进行自动分析可以取代人工编码，因为当分析中包含基于人工智能的措施时，基于人工编码的措施变得无关紧要。