20.500.12556/RUL-121204 Dejavniki uspešnosti kampanj množičnega financiranja: pomen socialnega in kulturnega kapitala pomen socialnega in kulturnega kapitala Success factors of crowdfunding campaigns: the importance of social and cultural capital magistrsko delo Pričujoče delo preučuje dejavnike uspešnosti kampanj množičnega financiranja, pri čemer je cilj ugotoviti, kakšno vlogo pri teh igrata socialni in kulturni kapital pobudnikov kampanj. V ta namen je najprej orisan pojav množičnega financiranja, kjer so definirani njegovi ključni pojmi, kot so modeli množičnega financiranja, platforme, pobudniki in podporniki kampanj, predstavljene njegove prednosti in slabosti ter opisane njegove značilnosti v slovenskem okolju. Temu sledita identifikacija dejavnikov, ki vplivajo na uspeh kampanj, in teoretična povezava teh s socialnim in kulturnim kapitalom pobudnikov kampanj. Slednja je v praksi preverjena skozi študijo 6 kampanj s pomočjo polstrukturiranih intervjujev z njihovimi pobudniki, ki osvetlijo, kako se obe vrsti kapitala odražata pri pripravi in vodenju kampanj, kako vplivata na sestavo ekipe pobudnikov in kako se v kampanjo vključujejo podporniki ter mediji. Rezultati te kvalitativne raziskave pokažejo, da je kulturni kapital pobudnikov ključen za oblikovanje uspešne kampanje, medtem ko socialni kapital pomembno vpliva tako na formacijo ekipe pobudnikov kot na pridobivanje podpornikov. This text examines the success factors of crowdfunding campaigns, with the aim of determining the role of founders’ social and cultural capital. For this purpose, it outlines the phenomenon of crowdfunding by defining its key concepts such as crowdfunding models, platforms, campaign founders and funders, presenting its advantages and disadvantages, and describing the characteristics of Slovene crowdfunding. This is followed by the identification of factors that influence campaigns’ success and the theoretical connection between these and the social and cultural capital of campaign founders. The latter is tested through a study of 6 campaigns with the help of semi-structured interviews with their founders, which provide insight into how both types of capital are reflected in campaign preparations and management, how they influence the composition of founding teams and how funders and media are integrated into campaigns. The results of this qualitative research show that founders’ cultural capital plays a key role in creating a successful campaign, while their social capital has a significant impact on the formation of the team as well as on attracting funders. množično financiranje socialni kapital kulturni kapital crowdfunding social capital cultural capital true true false [P. Mikolič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2020-10-01 08:30:10 2020-10-01 08:30:12 2022-09-01 04:02:04 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 100 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.4:004.738.5(043.2) 122235 35170819 3903.pdf 3903.pdf 1 433ABA55A9F358D238ACBE4DC7058324 b739aef559aebae7f077bb01950d1ef2120f925889832c5405e166c2861be461 41ec4ebc-a1ba-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=136098 Fakulteta za družbene vede 0 0 0