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Crowdfunding: flera nyanser av engagemang
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Crowdfunding : several shades of engagement (English)
Abstract [sv]

Denna kvalitativa studie behandlar ämnet Internetbaserad crowdfunding, enfinansieringsmetod där ett stort antal människor ger en liten summa pengar vardera till ettprojekt via en crowdfundingplattform på Internet. Studiens fokus är engagemang: vad somskapar engagemang för crowdfunding och vad som kan stärka engagemanget. Studienundersöker också om enbart kommunikation via Internet är tillräckligt för att skapa stortengagemang för crowdfunding. Syftet med studien är att bidra till kunskapsutvecklingen inomforskningsområdet crowdfunding så att skapare av crowdfundingkampanjer, i utvecklandet avsina kampanjer, kan öka engagemanget hos de personer som stöttar eller funderar på att stöttaen crowdfundingkampanj. De problemformuleringar som ska bidra till att nå upp till syftet ärföljande: varför engagerar sig människor i crowdfunding? Hur kan interaktionen mellanstöttare och kampanjskapare förbättras? Hur kan ansikte-mot-ansikte-kommunikation, genomevent, öka engagemanget för crowdfundingkampanjer? För att besvara studiensproblemformuleringar och därmed nå upp till syftet genomfördes semistrukturerade intervjuermed sju personer som stöttat crowdfundingkampanjer. Resultatet av undersökningen visar attdet finns flera motiv till varför människor engagerar sig i crowdfundingkampanjer. De motivsom representerades av flest respondenter var att hjälpa en vän och viljan att ett projekt skafinnas. Andra motiv som delades av flera respondenter var att stötta kampanjer där förtroendeoch tillit finns till kampanjskaparna, för att få belöningar för sitt engagemang, för att bli en delav gemenskapen och för att idén med crowdfunding gillas. Undersökningens resultat visaräven tre förbättringsmöjligheter i interaktionen mellan kampanjskapare och stöttare: 1) mervarierande statusuppdateringar på kampanjsidan på crowdfundingplattformen med fokus påannat än enbart det finansiella, 2) mer uppdateringar även efter kampanjens slut och 3) attkampanjskapare bör visa upp sina projekt i en livestream. Studiens resultat visar också attansikte-mot-ansikte-kommunikation, genom event, kan öka engagemanget förcrowdfundingkampanjer. Detta då stöttare får möta personerna bakomcrowdfundingkampanjen samt får se resultatet av kampanjen de stöttat på riktigt, inte enbartvia Internet. I studiens anges hur skapare av crowdfundingkampanjer praktiskt kan tillämpadenna studies resultat för att öka engagemanget hos stöttare samt potentiella stöttare.

Abstract [en]

This qualitative study addresses Internet-based crowdfunding, which is a financing methodwhere a large number of people give small amounts of money to a project via a crowdfundingplatform on the Internet. The focus of the study is engagement: what creates engagement incrowdfunding and what can increase the engagement. The study also examines ifcommunication only via the Internet is enough to create great engagement. The purpose of thestudy is to contribute to the knowledge development in the research area of crowdfunding. Bydoing that, it will also increase the knowledge among creators of crowdfunding campaignsand enable them to increase the engagement among backers and potential backers in thedevelopment of their campaigns. The research questions that will help achieve the purpose ofthe study are: why do people engage in crowdfunding? How can the interaction betweenbacker and creator of campaigns improve? How can face-to-face communication, throughevents, increase engagement in crowdfunding campaigns? To address these questions andachieve the purpose seven semi-structured interviews were conducted with people who hadbacked crowdfunding campaigns. The result of the study shows that there are differentmotives to why people engage in crowdfunding campaigns. The motives that was mostrepresented by the respondents was in order to help a friend and wanting to realize a certainproject. Other motives that were represented by several respondents were to back campaignsbecause they had confidence and trust in the creators of the campaigns, to receive rewards fortheir engagement, be a part of the community and to back a campaign because they like theidea of crowdfunding. The result of the study also shows three improvement possibilities inthe interaction between creator of the campaigns and the backers: 1) more dynamic updates onthe crowdfunding platform with focus on other than the financial aspect, 2) more updates afterthe end of the campaign and 3) that creators of the campaigns could show their projects in alivestream. The result of the study also shows that face-to-face communication, throughevents, can increase the engagement in crowdfunding campaigns. This is because backers canmeet the persons behind the crowdfunding campaign and see the result of the campaign in reallife and not just via Internet. How creators of crowdfunding campaigns can use the result ofthis study is indicated in the study. The language of the study is Swedish.

Place, publisher, year, edition, pages
2015. , 42 p.
Keyword [en]
Crowdfunding, engagement, event, face-to-face communication, Internet based communication, interaction, crowdfunding platform
Keyword [sv]
Crowdfunding, engagemang, event, ansikte-mot-ansikte-kommunikation, Internetbaserad kommunikation, interaktion, crowdfundingplattform
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-964OAI: oai:DiVA.org:hb-964DiVA: diva2:865762
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2015-11-06 Created: 2015-10-29 Last updated: 2015-11-06Bibliographically approved

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