Exploring the strategic elements of backers' persuasion in reward-based crowdfundingGrižančič, Sabina (Avtor) Drnovšek, Mateja (Avtor) crowdfundingstart-upbusiness strategystrategic elementsreward-based crowdfundingthematic analysisproject foundersIn this paper we investigate the strategic elements that project founders' use in reward-based crowdfunding cam- paigns to achieve a higher level of persuasion. Exploration of these elements not only provides insights into an entre- preneur's experience with crowdfunding but also provides material for comparing results reported by other (quantitative) studies. We conducted an empirical study with 13 Kickstarter project founders through in-depth, semi- structured interviews which were analysed through a reflexive thematic analysis approach. Drawing from our findings, we propose four strategic elements that founders use to persuade backers and achieve success drawing from individual- level experiences and observations.20222023-06-05 15:15:19Članek v reviji146658sl