Dejavniki uspešnosti kampanj množičnega financiranja: pomen socialnega in kulturnega kapitala : pomen socialnega in kulturnega kapitala

Mikolič, Pia (author), Iglič, Hajdeja (mentor)

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.

• Language: Slovenian
• Keywords: množično financiranje, socialni kapital, kulturni kapital
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [P. Mikolič]
• Year: 2020
• Number of pages: 100 str.
• PID: 20.500.12556/RUL-121204
• UDC: 316.4:004.738.5(043.2)
• COBISS.SI-ID: 35170819
• Publication date in RUL: 01.10.2020

MIKOLIČ, Pia, 2020, Dejavniki uspešnosti kampanj množičnega financiranja: pomen socialnega in kulturnega kapitala : pomen socialnega in kulturnega kapitala [online]. Master’s thesis. Ljubljana : P. Mikolič. [Accessed 9 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=121204

Secondary language

• Language: English
• Title: Success factors of crowdfunding campaigns: the importance of social and cultural capital : magistrsko delo

Abstract

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.

• Keywords: crowdfunding, social capital, cultural capital