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Framing Within Tech Crowdfunding Campaigns: How does the use of different cognitive framing categories influence the crowdfunding success of technology startups?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study explores the relationship between the use of framing within crowdfundingcampaigns of technology startup companies and the funding outcomes of these campaigns.We examine how the presence of cognitive framing categories of opportunity, threat, noveltyand commonality within crowdfunding pitches of technology startups affect the chance ofsuccessfully receiving funding.

In order to examine the effect of framing on the funding outcomes of crowdfundingcampaigns, a qualitative, explorative research approach is employed. With the use of anexisting framing framework, we identify, categorize and analyze the content of crowdfundingcampaigns. The data sample we analyze is comprised of publicly available technologycompany crowdfunding campaigns collected from Kickstarter, a crowdfunding platform.

The results suggest that the presence of novelty and opportunity framing withincrowdfunding campaigns is most closely associated with successful funding. We alsodiscover that several other campaign components, both prose and non-prose, which did notconform into the framing cognitive categories outlined, may also be important for thesuccessful funding of campaigns.

Place, publisher, year, edition, pages
2019. , p. 60
Keywords [en]
Framing, rhetoric, crowdfunding, funding, startups, tech, technology, financing, persuasion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-388724OAI: oai:DiVA.org:uu-388724DiVA, id: diva2:1335065
Educational program
Master Programme in Entrepreneurship
Presentation
2019-06-04, Kyrkogårdsgatan 10, Uppsala, 18:11 (English)
Supervisors
Examiners
Available from: 2019-07-05 Created: 2019-07-03 Last updated: 2019-08-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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