Persuasive communications in the rapidly evolving area of entrepreneurial investment: the past, present, and future

Abstract To raise capital, entrepreneurs must persuasively communicate the relevant aspects of their venture to investors. Given the critical resource needs for new ventures, scholars have committed significant effort toward studying entrepreneurial communications. We take stock of this research by reviewing the literature on persuasive communications in entrepreneurship investment settings. Our review covers more than 100 published papers. We code and analyze papers based on major themes, sub-themes, theories, measurements, context, journals, and other central factors. We then present an integrative visual process model that maps and connects the overall body of research. We find that published papers in this area leverage an array of lenses and methods and focus on discrete sub-topics. This variance has functioned as a catalyst for the broad literature that has emerged on entrepreneur’s persuasive communications. However, we also find that topics within this literature have developed in silos, providing considerable room for future integration. To conclude our article, we discuss a research agenda that can motivate future scholarship. This review is particularly timely amid rapid changes in the investment landscape, such as the growth of AI-integrated communication tools, new funding modalities, and record levels of new venture formations.