A new study explains how entrepreneurs can gain support for their ideas from the many people in online audiences who never post comments. While most research focuses on direct interaction with active participants, this work shows that silent observers often matter more. These quiet audience members read discussions, form opinions, and ultimately decide whether an idea is worth supporting, even though they rarely speak up for themselves.

The research finds that the way entrepreneurs reply publicly to a small number of vocal commenters can strongly influence how the wider, silent audience reacts. Instead of simply answering questions narrowly or technically, entrepreneurs who respond more broadly tend to attract greater overall support. This is because their replies help more people in the audience see how the idea connects to their own interests or concerns.

The study introduces the idea of “discourse broadening”. This refers to how much an entrepreneur expands their public responses beyond a short back-and-forth with one commenter. Broader replies might touch on related topics, offer additional perspectives, or highlight broader implications of the idea. Rather than trying to persuade silent observers directly, entrepreneurs influence them indirectly by showing how inclusive, thoughtful, and relevant the conversation is.

To test this idea, the researcher analysed nearly 10,000 product launches by more than 8,000 entrepreneurial teams on Product Hunt. On this platform, new products and start-ups are presented to the public. The results show that discourse broadening can significantly increase support from silent audiences. This matters because, on most online platforms, silent observers make up the majority. Their collective reactions, such as upvotes, interest, or sharing, determine which ideas gain visibility and credibility.

However, the study also shows that broader is not always better. Audience support increases as responses become wider, but only up to a point. If replies are too narrow, they fail to engage people beyond the original commenter. If they are too wide-ranging, they can become confusing and weaken the main message. The most effective approach sits in the middle: broad enough to include others, but focused enough to remain clear.

What works best also depends on who the vocal commenters are. When these commenters resemble the wider audience, less broadening may be needed. When they represent only a small or specialised group, carefully widening the discussion becomes more important, as it helps other observers see where they fit into the conversation.

For founders and anyone communicating about new ventures online, the findings offer practical advice. Successful engagement is not just about responding politely or quickly. It is about using each public reply as a chance to speak to a more expansive room. In practice, this means acknowledging the commenter’s point. Briefly, adding one or two related angles that might interest others, such as how the product improves everyday use, delivers results, or has wider social value.

Overall, the study highlights how influence in online spaces often works indirectly. By managing visible conversations with a few outspoken individuals, entrepreneurs can shape how many silent observers understand and judge their ideas. This makes conversational strategy a key part of practical digital entrepreneurship.

More information: Jamie Seoyeon Song, Mobilizing the silent majority: Discourse broadening and audience support for entrepreneurial innovations, Strategic Management Journal. DOI: 10.1002/smj.70015

Journal information: Strategic Management Journal Provided by ESMT Berlin