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

尽管最近的证据表明社交媒体在风险投资创始人与其目标受众之间传达特定信息的重要性得到支持，但关于社交媒体活动的特定时间元素如何与关键风险发展成果相关的研究仍然相对较少。在这种情况下，当前的研究利用冲击广告的概念框架来了解如何响亮（即越来越多的推文）和不可预测的（即，非标准时间的推文） Twitter 活动可以提高众筹成功的几率。使用 2009 年至 2018 年之间的 Kickstarter 项目样本和横截面回归（普通最小二乘法和 logit 模型），我们发现，相对于项目中的推文，推文每增加一个百分比，实现目标的几率就会增加 1.24 倍——类别年。随着项目类别年度调整推文的不可预测性和数量的增加，成功的几率进一步增加。在一个在社交媒体中脱颖而出的时代变得越来越具有挑战性，我们的研究结果对在众筹活动期间管理社交媒体信息具有重要意义。