Sociala mediers betydelse för crowdfundingkampanjer: En kvantitativ undersökning av sociala mediers vikt som kommunikations- och marknadsföringskanal för crowdfunding
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Companies may need an infusion of capital for a multifold of reasons. The importance of capital needed for innovation applies not only to large companies but also to start-ups. In recent years crowdfunding has evolved and become a common alternative for entrepreneurs to finance their start-up. Research about crowdfunding is still in its infancy, and few articles about crowdfunding has yet been published. The purpose of this paper is to examine how social media influences crowdfunding as a communication and marketing channel. The paper is based on a quantitative research strategy, with data regarding 156 campaigns, featured on Kickstarter.com. The outcome of this paper shows that many campaigns used social media to market the campaign. On the contrary not all campaigns used all examined social media. Some social media were more commonly used than other, such as Facebook or Twitter. The outcome of the paper however shows that the number of updates made on the campaigns site does not have any connection regarding the funding level. It can furthermore be other factors that play a crucial role whether or not a campaign reaches its funding goal.
Place, publisher, year, edition, pages
2016. , 47 p.
Crowdfunding, Social media marketing, Kickstarter, Social network
Crowdfunding, Folkfinansiering, Gräsrotsfinansiering, Sociala medier, Marknadsföring, Kickstarter, Socialt nätverk
IdentifiersURN: urn:nbn:se:sh:diva-30499OAI: oai:DiVA.org:sh-30499DiVA: diva2:942734
Subject / course
UppsokSocial and Behavioural Science, Law
Vigerland, Lars, Högskolelektor
Åkerhielm, Renate, Högskolelektor