The Influence of Language Style and Brand Name on Crowdfunding Performance of Environmental Protection Enterprises.

Crowdfunding, as an emerging phenomenon of enterprise after entrepreneurship financing, has maintained rapid and sustained growth in recent years. For crowdfunding environmental protection enterprises, one of the main challenges in financing is to reduce the uncertainty of public investors about the quality, management level, and products or services of crowdfunding projects. After reading the text of crowdfunding projects, the public investors have a subjective impression of the crowdfunding environmental protection projects, which determines the public investors' judgment on the risks and prospects of environmental protection projects and the willingness to invest. Therefore, the texts of crowdfunding projects are very important. In this paper, the data of 130 crowdfunding environmental protection projects on the Modian website are selected, and the ordinal logistic regression model is used. This paper explores the influence of language style in the description text and brand name in the title text on crowdfunding performance.