Exploring the strategic elements of backers' persuasion in reward-based crowdfunding

Grižančič, Sabina (author), Drnovšek, Mateja (author)

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.

• Language: English
• Keywords: crowdfunding, start-up, business strategy, strategic elements, reward-based crowdfunding, thematic analysis, project founders
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2022
• Number of pages: Str. 222-239
• Numbering: Vol. 24, iss. 4, article no. 3
• PID: 20.500.12556/RUL-146658
• UDC: 658
• ISSN on article: 2335-4216
• DOI: 10.15458/2335-4216.1311
• COBISS.SI-ID: 132053251
• Publication date in RUL: 05.06.2023

Record is a part of a journal

• Title: Economic and business review
• Publisher: Ekonomska fakulteta
• ISSN: 2335-4216
• COBISS.SI-ID: 268649216

Licences

• License: CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
• Link: http://creativecommons.org/licenses/by-nc-nd/4.0/
• Description: The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

• Language: Slovenian
• Keywords: množično financiranje, zagonsko podjetje, poslovna strategija