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

Grižančič, Sabina (avtor), Drnovšek, Mateja (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: crowdfunding, start-up, business strategy, strategic elements, reward-based crowdfunding, thematic analysis, project founders
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2022
• Št. strani: Str. 222-239
• Številčenje: Vol. 24, iss. 4, article no. 3
• PID: 20.500.12556/RUL-146658
• UDK: 658
• ISSN pri članku: 2335-4216
• DOI: 10.15458/2335-4216.1311
• COBISS.SI-ID: 132053251
• Datum objave v RUL: 05.06.2023

Gradivo je del revije

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

Licence

• Licenca: CC BY-NC-ND 4.0, Creative Commons Priznanje avtorstva-Nekomercialno-Brez predelav 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by-nc-nd/4.0/deed.sl
• Opis: Najbolj omejujoča licenca Creative Commons. Uporabniki lahko prenesejo in delijo delo v nekomercialne namene in ga ne smejo uporabiti za nobene druge namene.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: množično financiranje, zagonsko podjetje, poslovna strategija