20.500.12556/RUL-146658 Exploring the strategic elements of backers' persuasion in reward-based crowdfunding In 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. crowdfunding start-up business strategy strategic elements reward-based crowdfunding thematic analysis project founders množično financiranje zagonsko podjetje poslovna strategija true false true Angleški jezik Slovenski jezik Članek v reviji 2023-06-05 15:15:19 2023-06-05 15:16:15 2023-06-15 11:19:40 0000-00-00 00:00:00 2022 0 0 Str. 222-239 iss. 4, article no. 3 Vol. 24 Dec. 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658 2335-4216 10.15458/2335-4216.1311 132053251 Exploring_the_Strategic_Elements_of_Backers__Persuasion_in_Reward.pdf Exploring_the_Strategic_Elements_of_Backers__Persuasion_in_Reward.pdf 1 536DA7C3ED848045F120B9644BD8AB53 e9d15245a15f78de34b7199ef834d5252b402b8407655c110aefcd4f80c72e2a 34298a4b-03a3-11ee-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=169884 https://www.ebrjournal.net/home/vol24/iss4/3/ 0 3a0871f8-03a3-11ee-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=169885 Ekonomska fakulteta Economic and business review 0 0 0