Purpose: This study examines the determinants of medical crowdfunding performance. Drawing on signaling theory, the authors investigate how funding-related signals (funding goal and duration), story-related signals (text length, text sentiment, and use of first-person pronouns), and donor-related signals (donor identity disclosure) affect medical crowdfunding performance.Design/methodology/approach: This study analyzed the data of 754 medical crowdfunding projects collected from the Qingsongchou platform in China to test the proposed model.Findings: The empirical findings reveal that both funding goal and funding duration exhibit a U-shaped relationship with crowdfunding performance. Additionally, the authors find evidence that story text length and donor identity disclosure are positively related to crowdfunding performance, whereas the use of first-person pronouns is negatively related to crowdfunding performance.Originality/value: This study extends the understanding of the determinants of medical crowdfunding performance through the signaling theory. Specifically, this study provides new insights into the roles of funding goal and funding duration in predicting medical crowdfunding performance and identifies several new predictors of crowdfunding performance, including the use of first-person pronouns in project story text and donor identity disclosure.

With the rapid growth of social media platforms, short video advertisements (SVAs) have been a dominant channel for product sales. However, how to design SVAs that effectively drive product sales, especially in relation to previous SVAs and the related product information, remains underexplored. This study investigates how SVA title congruence influences sales performance through the mediating role of sociability. Specifically, we conceptualized video-video title congruence and video-product title congruence as two forms of content congruence and investigated their effects using data collected from Douyin, the leading short video platform. The empirical results with two-way fixed effects show that high video-video title congruence and low video-product title congruence are both associated with higher product sales. Sociability mediates the relationship between title congruence and sales performance. This study also finds that the creation frequency and product brand significantly moderate these relationships. Furthermore, this study develops several checks to ensure the robustness of the research model and findings, including the Heckman two-stage test. These findings provide theoretical insights into content creation strategies and offer practical implications for both creators and platform managers.