Purpose: This research purpose was to examine how different startup signals that they are worth investing in through a crowdfunding campaign. This is done by looking at how different startups signal legitimacy, preparedness, and quality and see if this affects the campaign's funding result.

Method: This is a qualitative observational study with quantitative observation data. The data was collected through observations from 50 crowdfunding campaigns (25 successful, 25 unsuccessful) on Kickstarter.com. The campaigns were observed through a coding table and later analysed in SPSS, where a chi-square and a binary regression were tested.

Conclusion: The collected data showed that what the startups included in their crowdfunding campaigns had a considerable impact on their success. All three signals were more frequently used within successful crowdfunding campaigns than unsuccessful crowdfunding campaigns. Furthermore, successful/unsuccessful campaigns and all three signals showed a relationship between the variables.

Theoretical implication: This study results contribute to the existing literature in the field of signalling within startups crowdfunding campaigns. This study also extended to this study as it has analysed different signalling variables and other variables that have led to the crowdfunding campaigns being successfully funded. The notable findings in this study fulfil the gap presented by on Mollick (2014) how entrepreneurs indicate quality legitimacy and preparedness.

Practical implication: This research contributes by providing essential insights into the crowdfunding market. Moreover, this study can be helpful for businesses who want to create a crowdfunding campaign to see what they should include in their campaign.