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Dissertations / Theses on the topic 'Crowdfunding marketing'
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Åhlström, Erik, Anton Gustav Unger, and William Arkrot. "Crowdfunding from a Marketing Perspective." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35871.
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Raising funds through crowdfunding has experienced an accelerated growth for start-up companies. Moreover, recent literature suggests that crowdfunding has developed from being just a fundraising tool to a versatile marketing tool (Brown et al., 2016). Even though the marketing aspect of crowdfunding has been researched, there are no clear distinctions of explicitly what marketing values a crowdfunding campaign may entail. This study investigates the two dominating crowdfunding approaches for commercialized ventures, namely, reward- and equity-based crowdfunding. A gap in literature has been identified regarding differentiating reward- and equity-based crowdfunding, in terms of what marketing values they encompass from an entrepreneur’s point of view. The authors’ theoretical position comprehends a connection between crowdfunding and marketing values, which the authors aim to investigate through an exploratory approach. The empirical findings are based upon eleven face-to-face, semi-structured interviews with entrepreneurs who has launched a successful crowdfunding campaign and can thereby be considered experts in the field. Through the empirical findings, the authors were able to identify how each approach creates value for the company. The empirical findings suggest that there are convergences and divergences, differentiating reward- from equity-based crowdfunding. This study aims to support and guide entrepreneurs who want to start a crowdfunding campaign by giving the entrepreneurs directions depending on what marketing values they may seek.
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Bajric, Zlatan, and Näslund Eddy Willför. "Crowdfunding for more than money? : A study on crowdfunding from a marketing viewpoint." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-32117.
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Research question: How can Crowdfunding be used as a marketing tool?Purpose: The purpose of this paper is to explore the anomalies and trends in crowdfunding in order to explain how crowdfunding can be used as a marketing tool.Method: This research is exploratory with an inductive research approach. Primary data was collected with qualitative techniques. Semi-structured interviews was used when interviewing the participants in order to withdraw data.Findings: The empirical data showed that crowdfunding can be used for marketing and creating a buzz or awareness. These findings lead us to create a proposed model for how crowdfunding most effectively can be used as marketing.
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Arteaga, Zubiate Adriana Milagros, Chamorro Agüero Maryori Mireylla, Hoyos Roselyn Clarivel León, Yalán Luis Gonzalo Michilot, and Rupay Magaly Elisa Paucar. "Crowdfunding como medio alternativo de financiamiento y su viabilidad aplicando el marketing digital en la región de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2016. http://hdl.handle.net/10757/622184.
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El presente trabajo tiene como finalidad demostrar la viabilidad del Crowdfunding por medio del Marketing Digital en Lima Metropolitana, específicamente en los micros y pequeños empresarios emprendedores y/o en etapa temprana de emprendimiento y su relación problemática y onerosa con el sistema financiero, por carecer de historial crediticio. Para ello se han realizado entrevistas con especialistas del Marketing Digital y con micro y pequeños empresarios de los diversos distritos de Lima Metropolitana, para luego desarrollar una encuesta aplicada a 384 MYPES de manera aleatoria, sobre sus percepciones y opiniones sobre Marketing Digital y el conocimiento del Crowdfunding. Finalmente se concluye que en Lima Metropolitana la viabilidad del Crowdfunding por medio del Marketing Digital se daría en situaciones donde las personas tengan la disposición de financiar proyectos, aportar dinero, cuenten con conocimiento de Crowdfunding y hayan tenido participación en financiamientos colectivos; así como aquellos que tienen una opinión negativa de las tasas de interés del sistema financiero. Asimismo, la factibilidad del uso del Marketing Digital en las mypes está dada por el tiempo de navegación y el conocimiento a profundidad de las herramientas de Facebook.This paper aims to demonstrate the viability of Crowdfunding through digital marketing in Metropolitan Lima, specifically in micro and small entrepreneurs and/or early stage entrepreneurship and its problematic and costly relationship with the financial system, lacking credit history. For this purpose, interviews with digital marketing specialists and with micro and small entrepreneurs of the various districts of Metropolitan Lima have been carried out, and then a survey applied to 384 MSEs in a random way, about their perceptions and opinions about digital marketing and the knowledge of the Crowdfunding. Finally, it is concluded that in Lima Metropolitana the viability of Crowdfunding through digital marketing would be given in situations where people are willing to finance projects, contribute money, have knowledge of Crowdfunding and have participated in collective financing; as well as those who have a negative opinion of the interest rates of the financial system. So also the feasibility of using digital marketing in MSEs is given by the time of navigation and in-depth knowledge of Facebook tools.
Trabajo de Suficiencia Profesional
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Alexiou, Kostas. "Organizational Legitimacy in Entrepreneurial Contexts: Hybridity, Crowdfunding, and Social Entrepreneurship." Kent State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=kent1501420140224866.
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Rossev, Berent Alexander, and Leonard Warvsten. "Sociala mediers betydelse för crowdfundingkampanjer : En kvantitativ undersökning av sociala mediers vikt som kommunikations- och marknadsföringskanal för crowdfunding." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30499.
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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.
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Burtch, David Gordon. "An Empirical Examination of Factors Influencing Participant Behavior in Crowdfunded Markets." Diss., Temple University Libraries, 2013. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/230239.
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Business Administration/Management Information SystemsPh.D.
Crowdfunded marketplaces have recently emerged as a novel avenue for entrepreneurs to raise capital in support of innovative ideas and ventures. In these markets, any individual can propose a project, and interested others can contribute their funds to support it. The economic potential of these markets has recently become apparent and, as a result they have begun gaining significant attention from legislators and regulators, who see crowdfunding as a possible solution to the economic woes currently facing the country. However, the behavior of participants in these marketplaces, a key factor that must be accounted for in any effort to formulate policy or regulation, or to identify appropriate design practices, remains poorly understood, primarily due to the many novelties of crowdfunding. Bearing in mind the need to ensure crowdfunding's sustainability as an industry, the formulation of policy and regulation, as well as best practices for participants, I report on three empirical studies that seek to identify and quantify a variety of important aspects of, and influences upon, participant behavior in crowdfunded markets. These three studies, presented as separate essays herein, i) explore the influence upon subsequent contributors from social information about prior others' actions, ii) examine the frictions that arise due to cultural differences between and amongst users, and iii) assess crowdfunders' use of information-hiding mechanisms, and the subsequent impact on later contributors in the market. In regard to each, I discuss the relevant theory, the methodology, data sources, results and implications. I conclude by highlighting the contributions of my work, and possible avenues for future research.
Temple University--Theses
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Ильницкая, Е. Н., and E. N. Ilnitskaya. "Особенности продвижения краудфандингового проекта в сфере книгоиздания : магистерская диссертация." Master's thesis, б. и, 2020. http://hdl.handle.net/10995/94038.
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В данной работе изучена специфика краудфандинга в сфере книгоиздания, а также описаны особенности продвижения краудфандингового издательского проекта. Объект настоящей магистерской диссертации – краудфандинговый проект на переиздание архитектурного путеводителя по Екатеринбургу. Предметом исследования являются способы продвижения, использованные в проекте краудфандинга. Магистерская диссертация состоит из введения, двух глав, заключения, библиографического списка, включающего 141 наименования. В первой части магистерской диссертации исследованы понятие, виды и преимущества краудфандинга, описаны особенности краудфандинга в сфере книгоиздания, а также перечислены основные способы продвижения проектов. Во второй части исследования подробно описаны все этапы создания краудфандингового проекта на переиздание путеводителя по Екатеринбургу, перечислены способы его продвижения. Благодаря статистическим данным дана оценка эффективности тех способов, результаты которых можно отследить и зафиксировать. Также были подведены итоги исследуемого проекта. Данная работа может послужить источником для других исследований, в том числе для сравнения эффективности кампаний по продвижению краудфандинговых проектов, что приведет к качественному и полному изучению данной темы.In this paper, we studied the specifics of crowdfunding in the field of book publishing, and also described the features of promoting a crowdfunding publishing project. The object of this master's thesis is a crowdfunding project to reprint the architectural guide to Yekaterinburg. The subject of the research is the promotion methods used in the crowdfunding project. Master's thesis consists of introduction, two chapters, conclusion, bibliography, which includes 141 titles. The first part of the master's thesis explores the concept, types and advantages of crowdfunding, describes the features of crowdfunding in the field of book publishing, and also lists the main ways to promote projects. The second part of the study describes in detail all the stages of creating a crowdfunding project for the reissue of a guide to Yekaterinburg, lists ways to promote it. Thanks to statistical data, an assessment is given of the effectiveness of those methods, the results of which can be tracked and recorded. The results of the research project were also summed up. This work can serve as a source for other studies, including comparing the effectiveness of campaigns to promote crowdfunding projects, which will lead to a qualitative and complete study of this topic.
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CHANG, KAI-CHIANG, and 張凱強. "Social Media Marketing and Crowdfunding: From the Stair-Rover sponsor." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/pxvcgu.
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碩士玄奘大學
大眾傳播研究所
104
In recent years, social network development, strengthening Crowdfunding concept. Internet is a new way to raise funds because the network can quickly make progress cooperative activities. Raising things so that large numbers of people together to make a small contribution, among the owner has significant contributions. This pattern has long been popular in Europe and America for many years, but only appeared in Taiwan in recent years. Among them. 2012 has appeared "Zeczec" and "FlyingV" and other funding platform. Now more and more people in Taiwan caused by the use of reason: 50 million people in the streets to call for a "sunflower student movement", to create more than NT $ two hundred million, at the box office documentary "see Taiwan." Thus opening the basic knowledge of public crowdfunding for the masses. This research is based on the successful cases of Taiwan crowdfunding platform. Using the interviews of the sponsors and a secondary data analysis to understand how and why each sponsors would fund the case. Therefore, the key questions of this study are listed in below. 1. Crowdfunding and product results 2. The relevance between crowdfunding websites and social media marketing strategy. 3. What’s the primary factor to influence consumer sponsorship. This research will be using Stair-Rover Skateboards as a case study. We will be interviewing the users to make a better understanding at the case. This study shows that social media support and recommendation is a major key point when it comes to influencing the sponsor on choosing individual cases. By understanding why and how sponsors choose their cases, we now know that social media has taken a big part on crowdfunding. This is also why the sales record on crowdfunding is far greater than retail stores.
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Liu, Li-te, and 劉立德. "The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors’ Intentions." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/2bv79p.
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碩士國立高雄大學
資訊管理學系碩士班
103
In recent years, crowdfunding sprang up and became a new way to raise funds from the public instead of senior investors. In Crowdfunding, project creator can only persuade people to sponsor the project by the project’s content and information. Hence, project itself is attractive and persuasive or not turns on a big issue to project creators and platform managers. This study investigates the effect on sponsors’ intention by describing the crowdfunding project’s content in different ways. We develop a framework to examine the effects of framing effect and cause-related marketing on crowdfunding sponsors’ intentions. The results show that a crowdfunding project which is described by negative attribute frame has significance effect on sponsors’ intention than positive attribute frame. But goal framing does no effect on sponsors’ intention. The crowdfunding project which is described by attribute frame added with cause-related marketing has significance effect on sponsors’ intention than the one without cause-related marketing. We advise the theoretical implication, managerial implication and suggestions for future research according to our results.
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Liang, Yu Hsin, and 梁育馨. "Strategic Marketing Analysis in Crowdfunding Platforms: The Cases of Kickstarter and flyingV." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/5ky8r2.
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Chang, Yu-Yun, and 張又云. "Social & Cultural Issues Using Crowdfunding Platform as Social Marketing Tool: flyingV in Taiwan." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/25521556086784195188.
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碩士銘傳大學
傳播管理學系碩士班
103
The Crowdfunding platforms were burgeoning in Taiwan since 2012, and have successfully helped many nonprofit organizations and some issues related to social marketing event to raise funds, even over the pre-set target. Most of the research is focus on Social Marketing issues, testing and application. But the research of fundraising on social marketing is rare. This research aimed to investigate the raising cases of “social & cultural” issues on the flyingV, the Crowdfunding platform in Taiwan. The issues are divided into six categories: health promotion, injury prevention, environmental protection, community involvement, social issues and care of underprivileged rural region. This study aims to investigate whether crowdfunding platform can be a powerful tool for social marketing fundraising. Twelve successful projects were selected from six categories. Case Study Research of in-depth interviews, document analysis. The result reveals that crowdfunding platform is suitable for social marketing. Firstly, crowdfunding platform changes the style of fundraising; secondly, crowdfunding platform is a powerful tool for social marketing fundraising event; thirdly, crowdfunding platform need to collocation with different promotional or fundraising way improve activities visibility and to improve fundraising. Lastly, this study provides some methods for social marketing workers who wants to reach success of fund-raising event on crowdfunding platform.
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Tai, Hsiu-Shan, and 戴秀珊. "A study of the crowdfunding cases using marketing 4Ps and three levels of design." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/88565844837137958263.
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碩士國立高雄應用科技大學
資訊管理研究所碩士班
101
The total amount of fund-raising in global crowd funding platform in recent years has grown explosively. Through marketing projects of crowd funding platform, it has successfully raised funding which is very significant. Past researches focused on exploring the crowd funding industry, economics and management, but seldom on exploring how to build the project marketing commodities research in global crowd funding platform. This research analysis all factors affecting our project through marketing 4Ps, three levels of design and the content analysis. We will apply the analysis result to establish a project on FlyingV crowd funding platform. We discuss the project result at last. The following two categories of factors are summarized according to the result: (1) Text content factor: visceral design, product mix, Product-line Pricing and rational appeal. (2) Video content factor: Reflective Design, rational appeal. This research will build "Observer cloud video remote control car" project based on the construction of the project content factors, and raise funding in the crowd funding platform, FlyingV. We finish the basic goal of our fund-raising project, but the sales volume of product is not as respect. The probably reason is that we have inconsistent selection of analysis unit. We don’t adjust the reliability of three programmers. It results coding inconsistency. We explain the result and application of our research and have some suggestions about future work to the people who wants to have funding project.
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Telve, Linda. "Building a successful crowdfunding campaign: what marketing factors do really matter for your project?" Master's thesis, 2019. http://hdl.handle.net/10400.14/29177.
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Crowdfunding platforms constitute a new source to bring together entrepreneurs and potential funders where resources are gathered by an online community for people. Both extrinsic and intrinsic motives incentivize founders and funders to take part in the community. In our study, we focus on the role of marketing and communication in the probability that projects are successfully funded. We analysed more than 7,500 projects in the reward-based platform Kickstarter and found that intensive communication activities namely in the number of project updates, Facebook shares and comments are associated with a higher likelihood of success. Results also indicate that, the higher the number of Facebook friends (personal community), the more funds projects attract. Interestingly, a website is not found to be important to raise funding as well as Facebook accounts with low numbers of friends. Afterwards, the pitch video has an impact on financing but its significance varies per project category as it is the case for projects’ profile page details on Kickstarter. We found evidence that a good-structured project description in terms of number of words can help increase the chances to reach the funding goal for certain categories like Film & Video and Games but, for others like Technology, the number of images is more significant. Other multimedia effects, such as videos and FAQs have both positive and negative effects on project types and should not overburden the campaign. From our findings, we then discuss managerial and theoretical implications.As plataformas de crowdfunding constituem uma nova fonte para reunir empreendedores e potenciais financiadores, onde os recursos financeiros são reunidos por uma comunidade on-line para as pessoas. Motivos extrínsecos e intrínsecos incentivam os fundadores e financiadores a participarem na comunidade. Este estudo analisa o papel do marketing e da comunicação na probabilidade de os projetos serem financiados com sucesso. Analisámos mais de 7,500 projetos na plataforma Kickstarter e descobrimos que atividades de comunicação intensiva, nomeadamente no número de atualizações de projetos, Facebook shares e comentários, estão associadas a uma maior probabilidade de sucesso. Os resultados também indicam que, maior é o número de amigos no Facebook (comunidade pessoal), mais fundos os projetos atraem. Curiosamente, um sítio web não é importante para levantar fundos, bem como contas no Facebook com um baixo número de amigos. Depois, o vídeo de pitch tem um impacto sobre o financiamento, mas a sua significância varia de acordo com a categoria do projeto, como é o caso dos detalhes da página de perfil dos projetos no Kickstarter. Encontrámos evidência que uma descrição de projeto bem estruturada em termos de número de palavras ajuda a aumentar as chances de alcançar a meta de financiamento para determinadas categorias, como Cinema & Vídeo e Jogos, mas para outras, como Tecnologia, o número de imagens é mais significativo. Outros efeitos multimídia, como vídeos e FAQs, têm efeitos positivos e negativos e não devem sobrecarregar a campanha. A partir de nossas descobertas, discutimos as implicações teóricas e gerenciais.
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Pereira, Ricardo Manuel Teixeira de Freitas Quaresma. "Plano de negócios de uma plataforma portuguesa de crowdfunding imobiliário: "We the people - Real estate crowdfunding"." Master's thesis, 2016. http://hdl.handle.net/10071/17125.
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O presente estudo tem como objectivo avaliar a viabilidade de uma plataforma portuguesa de
"Crowdfunding" Imobiliário, que foi denominada de "We the people", como referência á frase
feita célebre por ser a abertura do preâmbulo da Constituição Norte-americana.
Foi feita a análise neste estudo das várias dimensões que o produto pode assumir, concluindose que a plataforma assume um papel de "market-maker" juntando promotores de projectos e
adequando estes a capital detido por investidores que procuram oportunidade de investimento.
Enquadrou-se esta nova realidade de angariação de capital com outras que já existem para
captação de investimento imobiliário.
Foram analisados na literatura disponível, quais os factores que são críticos no sucesso de
plataformas e campanhas de "crowdfunding", e examinados a forma como estes ou outros
factores podem ser adequados ou condicionar a utilização destas para fins imobiliários. Foi
também realizada uma análise detalhada do enquadramento regulamentar português.
Do ponto de vista financeiro, e consideradas algumas variáveis estratégicas, o projecto
mostrou-se viável caso seja capaz de angariar e colocar com sucesso 4 a 5 projectos com um
volume total de angariação de cerca de vinte milhões de euros anuais.
O investimento inicial é de duzentos e cinquenta mil euros, e destina-se a recrutar a equipa,
encontrar e equipar instalações para operar e iniciar o processo de licenciamento necessário
junto da CMVM. Este montante é reduzido pela opção por contratar uma plataforma "White
Label". A Taxa interna de rentabilidade atingiu um valor de 93.7% tendo o projecto um Val de
€ 1.871.109 e depois de remunerar o capital inicial com uma taxa de 13.26%.The current study has as an objective to assess the economic viability of a real estate crowdfunding platform, that was named "We the people", as a reference to the opening words that open the United States of America constitution. The study analysed the several dimensions that this product can assume, and concludes that the platform acts as a market-maker gathering developers and adapting their projects to sponsor capital looking for investment opportunities. This new fund raising reality was framed alongside with others existing fundraising alternatives for real estate. Available literature was analysed to understand what are success factors crowdfunding campaigns and platforms and examined how these and other factors can be adequate or condition it´s use for real estate purposes. A thorough analysis of the legal framework was also completed. From a financial point of view, and considering some strategic variables, the project shown to viable if it can secure 4 to 5 projects and raise close to twenty million euros yearly. The initial investment needed is of two hundred and fifty thousand euros that will be used to recruit a team, find and equip an office and start the licensing process with supervisory entities. This amount is reduced because of the option to use a white label platform. The internal rate of return obtained is 93.7% and the net present value of the future cash-flows is € 1.871.109 with a 13.26% discount rate.
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Pan, Ssu-Jung, and 潘思榮. "An Exploration of Independent Music Marketing Strategies in terms of the Issue of Internet Crowdfunding." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/48312499098859755838.
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碩士國立臺灣藝術大學
廣播電視學系應用媒體藝術碩士班
103
Taiwan POP music market has largely shrunk from its peak of 12.3 billion NT in 1997 to 1.8 billion in 2013 due to the influence of piracy, the development of digital music and online streaming. Along with the development of internet, the rise of indie music and the change in audiences' taste and consuming behavior, the music market has gradually transformed from a mass to a de-massed market and the marketing of indie music has been drastically changed under the influence of internet. Based on the statistics made by crowd-funding giant Kickstarter in 2009, among all types of funding, music ranks the first in terms of successful cases and the fourth in terms of revenue. Therefore, the purpose of this research is to study the marketing strategies for crowd-funding process of indie music in Taiwan via internet, and sort out the marketing pattern of internet crowd-funding. The article is divided into three parts: the interaction between indie musicians and fans. Differing from the mainstream music which primarily focus on the worship and commercialization of idols, the friendship between the indie musicians and the fans has become a major drive for the loyal support of indie music from the fans; the process that indie musicians interact with their fans via online social network has alternated the traditional consuming behavior; the third part is the phenomenon of the emergence of crowd-funding which strive for rooms for promotion and investment from sponsors for business or innovation at their early age has enabled them to realize their dream. This study applies in-depth interview for its research method and purposive sampling as sampling method. The samples of purposive sampling are indie musicians who participate in internet crowd-funding and managers of crowd-funding platforms. During the interview with them, marketing strategies of music type crowd-funding is analyzed to figure out what differences between indie music and traditional internet marketing which promote music and albums. In addition, the issue of different enterprises alliance of cooperation during project execution of indie musicians and the managers of crowd-funding platforms is explored, too. This research concludes that the major marketing strategies for music type crowd-funding include various marketing method, grasp on the core fans support is the highest, various feedback projects and project stories support which attract and touch people's heart during the execution of crowd-funding projects on the issues of enterprises alliance and cooperation with relevant industries.
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Leandro, Ana Luísa Cabrita Andrade. "O envolvimento do consumidor no âmbito do crowdfunding: uma abordagem exploratória." Master's thesis, 2013. http://hdl.handle.net/10400.1/7571.
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Dissertação de mestrado, Marketing, Faculdade de Economia, Universidade do Algarve, 2013O principal objetivo deste estudo é dar a conhecer os principais elementos e fatores que contribuem para a criação de relações entre os consumidores e as ideias e projetos promovidos nas plataformas de financiamento coletivo (Crowdfunding), nomeadamente ao nível das motivações e interesses, analisando o novo perfil de consumidor à luz do modelo de cocriação de valor, introduzido em 2004 por Vargo e Lusch. O estudo, de natureza mista (qualitativo e quantitativo) foi efetuado recorrendo a fontes primárias e secundárias, neste caso, com recurso à implementação de um inquérito por questionário semiestruturado, junto de uma amostra de 83 indivíduos, de ambos os sexos, com acesso à Internet e integrados em plataformas de Crowdfunding nacionais e/ou em páginas públicas dessas mesmas plataformas na rede social Facebook. Os resultados do estudo relativos à presente amostra demonstram a existência de um consumidor com uma significativa presença online, em termos da sua integração em redes sociais e comunidades online. No contexto do Crowdfunding, a possibilidade de apoiar um projeto no qual o indivíduo se reveja, contribuindo para a sua satisfação pessoal revelou ser o principal catalisador da participação. É assim corroborada uma tendência que se caracteriza pelo papel cada vez mais ativo que o consumidor do século XXI assume na sociedade contemporânea. No entanto, assumindo-se desde logo o carácter exploratório desta pesquisa, colocam-se reservas à extrapolação dos resultados pelo que fica aberto o caminho para a possibilidade de estudos mais direcionados, quer ao nível do Crowdfunding como ao nível do novo perfil de consumidor.
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Tsai, Yi-Ting, and 蔡宜庭. "The Influence of Content Marketing and Endorsers on the Trust, Investment and Recommendation of Crowdfunding Projects." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/yt5ruz.
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碩士國立交通大學
傳播研究所
106
Crowdfunding has become a global trend in recent years. It has not only prevailed in the U.S. where crowdfunding platforms first emerged, but has become popular in other countries. For instance, UK and Japan both have sizable crowdfunding markets. In the meantime, crowdfunding in Taiwan has also flourished. Crowdfunding projects have reached the success rate of over fifty percent and have a stable backer base. However, half of the projects still failed. The causes of unsuccessful crowdfunding projects may include ill project management, a lack of marketing resources, and disregarding marketing communications. Hence, overcoming the problems listed above has become the main challenge for crowdfunding projects to succeed. In addition, gaining trust from prospective backers is also an important factor. Only when prospective backers have trust in crowdfunding projects could they generate behavioral intentions conducive to projects. This study inspects the crucial elements of successful crowdfunding – marketing and trust, and explores how marketing plans of crowdfunding projects can influence trust. In line with current marketing trend, it chooses content marketing as a marketing strategy as it allows more convincing content that may elicit trust from prospective backers. In addition, endorsers are often used to increase trust of prospective backers. Many crowdfunding projects nowadays depend on endorsers to increase the exposure of projects or to guarantee quality of products. However, no research has examined the impact of endorsers to crowdfunding projects on consumers, nor is there a study on the effects of content marketing in crowdfunding projects on the audience. This study aims to fill up these gaps. This study examines the impact of content marketing and endorsers to crowdfunding projects on the audience. On the basis of Elaborate Likelihood Model (ELM) and using a 2x2 factorial design (content marketing: informational content, interactive content x endorsers: expert, ordinary person), this study conducts an online experiment to investigate the impact of the above stimuli on prospective backers with different levels of involvement and need for cognition. These prospective backers may process project information through central and peripheral routes. In total, 570 valid subjects were recruited. The main results include: (1) informational content marketing shows a higher level of trust compared to interactive content marketing; (2) experts builds up greater trust than ordinary people do; (3) prospective backers with higher levels of involvement and need for cognition trust informational content marketing more than interactive content marketing; (4) prospective backers show more trust in expert more than ordinary people, regardless of the level of involvement and need for cognition, which makes experts more important reference factor; (5) trust positively affects intention of investment and recommendation; (6) crowdfunding projects designed with informational content marketing and recommendation of experts can generate the highest level of trust; (7) trust serves as a mediator between project types and intention of investment and recommendation on crowdfunding projects. Overall, the findings can provide theoretical and managerial implications for future studies and marketing practices.
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TUAN, PEI-LING, and 段佩伶. "Exploring the Effectiveness of Social Marketing and Networking on Crowdfunding Platform Based on Fuzzy-Set Theory." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/97re2z.
Full textAbstract:
碩士亞洲大學
經營管理學系
107
This study focuses on investigating the relationships among social marketing, social networking, perceived value, subjective well-being, and funding intention on crowdfunding platform. Specifically, the major propose of this study is evaluating the impacts of social marketing and social networking on perceived value and subjective well-being, respectively. In addition, we further exploring the relationships among perceived value, subjective well-being, and funding intention. The study focuses on people who have experiences of involving or interesting in interacting with non-profit organizations and understand the public’s intention to raise funds for charity fundraising. In this study, the questionnaire was collected by the online Google form platform and conduct purposive sampling. In data analysis procedures, SPSS 20 and Amos 20 statistical software were used for descriptive statistical analysis, factor analysis, reliability analysis, SEM (Structural equation modeling), and fsQCA (Fuzzy set qualitative comparative analysis). The results of SEM show that both social marketing and social networking can effectively enhance perceived value and subjective well-being. Furthermore, perceived value can raise funding intention, but subjective well-being has not reached a significant level of funding intention. The results of fsQCA further indicate that five configurations are sufficient conditions causing high funding intention. For example, path 1 indicates that when the situation is low social marketing degree, high perceived value and low subjective well-being feelings, it can produce high funding intention results.
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Salgueiro, Maria Mafalda Rivera Malaquias Barata. "Crowdfunding: um meio de financiamento em expansão." Master's thesis, 2017. http://hdl.handle.net/10071/16379.
Full textAbstract:
Ao longo dos anos, várias foram as fontes de financiamento utilizadas para o lançamento
de projetos empreendedores. Desde o Crédito Bancário, Business Angels ou Capital de
Risco.
Nos últimos anos, um meio de financiamento que tem ganho algum peso é o recurso a
plataformas de crowdfunding. Apesar de ser uma forma de financiamento não-tradicional
em expansão, há ainda empreendedores e investidores com receio de utilizar estas
plataformas. A razão de haver quem se sinta inseguro com a utilização destas plataformas,
prende-se ao facto de os processos entre os investidores/financiadores e os
empreendedores serem feitos de forma virtual. Por isso mesmo, as plataformas tentam
garantir a credibilidade dos projetos que publicitam. Através das plataformas de
crowdfunding, qualquer pessoa pode investir uma pequena quantidade de dinheiro num
ou vários projetos que ache interessantes. Desta forma os financiadores acabam por
acarretar um menor risco, dividindo-o com os vários financiadores dos projetos que
apoiam.
Existem diferentes tipos de plataformas de crowdfunding. As que representam um maior
relevo são as plataformas ligadas a doações, onde os financiadores doam o seu dinheiro
para projetos sem fins lucrativos. As plataformas baseadas em recompensas, onde
geralmente é oferecida uma lembrança aos investidores. Também existem os modelos de
empréstimos, onde os investidores esperam receber uma remuneração sobre o capital
investido. E, no modelo de participação no capital, tal como no modelo de empréstimos,
os financiadores são tratados como investidores, sendo-lhes dadas participações na
empresa/startups, onde cedem capital.
Nesta dissertação serão abordados quatro casos de sucesso de empresas portuguesas que
recorreram a cada uma das plataformas, para que seja mais fácil perceber o tipo de
projetos que se ajustam melhor a cada modelo de crowdfunding.Over the years, several sources of funding have been used to launch entrepreneurial projects. From Bank Loans, to Business Angels and Venture Capital. Resource to crowdfunding platforms has been growing in recent years. Although it is an expanding non-traditional financing medium, there are still entrepreneurs and investors who are afraid to use these platforms. The reason why people feel insecure about using these platforms is that processes between investors / lenders and entrepreneurs are done virtually. That is why the platforms try to guarantee the credibility of the projects they advertise. Through crowdfunding platforms, anyone can invest a small amount of money in one or several projects that they find interesting. In this way the lenders end up entailing a lower risk, splitting it amongst the various lenders of the projects they support. There are different types of crowdfunding platforms. Donation platforms, where funders donate their money to charity projects. There are also rewards-based platforms, where investors are often rewarded. In loan models, investors expect to receive a rate of return on invested capital. And in the share capital model, just as in the loan model, the lenders are treated as investors and so, they receive participations in the startup/company where they invested capital. This dissertation will approach four cases of success amongst portuguese companies that have resorted to each one of the platforms, so that it will be easier to perceive the type of projects that best fit each model of crowdfunding.
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Silva, André Ponte. "Marketing digital: guia prático de apoio à gestão." Master's thesis, 2020. http://hdl.handle.net/10400.1/15120.
Full textAbstract:
Este Relatório de Projeto desenvolve-se no âmbito da obtenção do grau de Mestre em Gestão de Marketing, pela Faculdade de Economia da Universidade do Algarve. Com o objetivo de contribuir para a introdução de gestores e empreendedores ao mundo Digital, este projeto assume-se como um contributo para a redação de um manual de marketing digital dedicado a gestores e empreendedores interessados em aproveitar as oportunidades e as ferramentas que as novas tecnologias de informação e da comunicação colocam ao dispor para potenciar o crescimento.
Para melhor compreender as temáticas relacionadas com o marketing digital e o comércio online, primeiramente são abordadas as temáticas relacionadas com a história e o funcionamento da internet. Foram discutidos os temas relacionados com as estratégias de marketing digital, apresentadas as várias ferramentas, técnicas e canais utilizados para operacionalizar uma estratégia digital. É também estudado o papel das tecnologias de informação no que diz respeito ao financiamento de organizações através de crowdfunding.This report was developed as part of the market management Master from the faculty of Economics in university of algarve. It aims was to contribute to the introduction of managers and entrepreneurs in the digital word, through the writing of a digital marketing handbook particularly for these professionals. Therefore it will allow them to take advantage of the opportunities and tools brought by the new information and communication technologies in order to boost their growth. In order to facilitate the understanding of the themes related to the digital marketing and online commerce, the issues firstly approached were related to the history and functioning of the internet.The topics related to digital marketing strategies were discussed as the various tools, techniques and channels were presented. It was also studied the role of the technologies of information as far as the financing through crowdfunding was regarded.
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Silva, Tiago Miguel Teixeira Campos. "Determinantes do sucesso do Crowdfunding na plataforma portuguesa PPL." Master's thesis, 2016. http://hdl.handle.net/10071/13764.
Full textAbstract:
A crescente notoriedade das plataformas de intermediação de crowdfunding, servindo de ponte entre os empreendedores ou promotores de projetos e os investidores, tem sido alvo de investigação àcerca das determinantes de sucesso no âmbito do investimento financeiro, de empreendedorismo e, mais recentemente, do Marketing como meio de promover um dado bem. Este trabalho tem como principal objetivo identificar fatores críticos de sucesso das campanhas de crowdfunding na plataforma portuguesa PPL.
Neste sentido, foram estimados vários regressões lineares múltiplas tendo como variável dependente o sucesso, definido pela diferença (igual ou superior) entre os montantes recebido e pedido de um projeto em quatro áreas de crowdfunding, Livros/Revistas, Desporto, Música e a área Social, em dois momentos: no momento do lançamento do projeto na plataforma, caraterizado por variáveis controladas pelo(s) empreendedor(es), e no momento em que o projeto é financiado, caraterizado por algumas variáveis sairem fora do controlo do(s) empreendedor(es).
O objetivo último de uma campanha numa plataforma de crowdfunding é ajudar quem procura financiamento para um produto, ideia ou motivação pessoal, independentemente da área de negócio. Se a forma como as campanhas são comunicadas é importante, a partir desta análise e da especificidade de cada uma destas quatro áreas de crowdfunding, pode concluir-se genericamente que o mês em que o projeto é lançado na plataforma explica o sucesso do projeto em qualquer uma das áreas estudadas. Também se concluiu que as variáveis que influenciam o sucesso de uma campanha diferem consoante a área estudada de crowdfunding. Assim, o número de visualizações por projeto explica também o sucesso de um projeto em todas as áreas estudadas, à exceção da área Social, e níveis elevados de montante pedido, superiores a 5000 euros, explicam o sucesso de um projeto na área Música. É ainda relevante ter-se verificado que os fatores de sucesso número de imagens por projeto e o valor por apoiante não explicam o sucesso em nenhuma das áreas estudadas.The growing popularity of crowdfunding platforms, serving as a bridge between entrepreneurs or project promoters and investors, has been the focus of research on the determinants of success in financial investment, entrepreneurship and, more recently, Marketing as to promote a given good. This work has as main objective identify critical factors of success of crowdfunding campaigns in the portuguese platform PPL. In this sense, several multiple linear regressions were estimated, depending on success, defined by the difference (equal or superior) between the amounts received and the request of a project in four areas of crowdfunding, Books/Magazines, Sports, Music and the Social area, in two moments: at the moment of launching the project on the platform, characterized by variables controlled by the entrepreneur(s), and at the moment the project is financed, characterized by some variables being outside the control of the entrepreneur(s). The ultimate goal of a crowdfunding campaign is to help anyone looking for funding for a product, idea, or for a personal motivation, regardless of business area. If the way the campaigns are communicated is important, from this analysis and from the specificity of each of these four areas of crowdfunding, it can be generically concluded that the month in which the project is launched on the platform explains the success of the project in anyone of the areas studied. It was also concluded that the variables that influence the success of a campaign differ according to the studied area of the crowdfunding. Thus, the number of views per project also explains the success of a project in all areas studied, with the exception of the Social area, and high levels of requested amount, exceeding 5000 euros, explain the success of a project in the Music area. It is still relevant to have verified that the factors of success, number of images per project and value per supporter do not explain success in any of the areas studied.
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Pineda, Astrid Suzel Lopez, and 羅愛萃. "Internship Report at Spark Starter: Development of Social Media Marketing and Crowdfunding Campaign for Herb&Fish Connect." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/7tycy2.
Full textAbstract:
碩士國立臺北藝術大學
文創產業國際藝術碩士學位學程
104
Not long ago an entrepreneur with a good idea needed to appeal to credit cards, family, friends, bank loans and personal savings to fund a business startup; and in order to pitch firms or investors the entrepreneurs were required to give them a detailed business plan with the intention to prove that their idea could be successful. After achieved this hard work the entrepreneurs needed to do marketing in order to promote their idea to recover the invested capital; but doing marketing campaigns used to be expensive and the worst of all: it was considered as interruptions or non-valuable information. The emergence of crowdfunding has allowed entrepreneurs the ability to get their business ideas financed easier and social media has allowed the marketers to communicate and express a more accurate message to their potential consumers. In order to satisfy the new trends there are many enterprises dedicated to guide and develop crowdfunding and marketing campaigns; Spark Starter is one of those. The following document is an internship report that describes and analyze the making process of a successful social media and crowdfunding campaign for a smart aquaponics named Herb&Fish CONNECT. The internship was carried out from July 2015 to November 2015 at Spark-Starter. Although, the period of time to carry out the campaign was consider as a limitation the whole process was very enriching and rewarding. The most significant lessons learned in the internship were: 1) Identifying a very specific audience during the planning phase could lead to a successful marketing campaign and 2) the community building in an essential key to construct social media and crowdfunding campaigns.
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Ferreira, Francisco Pedro Santos Miranda. "Success factors in a reward and equity based crowdfunding campaign." Master's thesis, 2017. http://hdl.handle.net/10071/15933.
Full textAbstract:
As the world changes, financial sector changes with it, and alternative finance emerge.
Crowdfunding is part of this evolution and its use is becoming more widespread day by day.
As more entrepreneurs and organizations seek crowdfunding to fund their ventures, it
becomes of uttermost importance to create a framework to help them to succeed raising
finance. It is, therefore, the main goal of this thesis, to provide a valuable framework, a useful
guide, to help entrepreneurs in the hard task of raising finance through crowdfunding, mainly
those using equity crowdfunding. To accomplish the purposed goal, it is important to
understand the underlying motivations of those investing in equity crowdfunding, in order to
offer them what they seek and what motivates them. It is also vital, for those searching for
financing, which kind of crowdfunding fits better with their goals and which one increases
the likelihood of achieving them. Finally, is crucial to understand the specific success factors
for a successful crowdfunding campaign. As an important problem for a successful
crowdfunding or equity crowdfunding campaign is not the information available but rather
its dispersion, this framework pretends to collect several information, from different sources,
such as literature in the topic already existent, data collected from crowdfunding platforms,
specialized people in the area and primary research, in one place to make it easier, for those
searching for financing, through crowdfunding and equity crowdfunding, to achieve their
goals.Enquanto o mundo muda, o setor financeiro muda com ele, e várias formas de financiamento alternativo emergem. O crowdfunding, ou financiamento colaborativo, é parte importante desta evolução, e o seu uso é cada vez mais comum. Como mais empreendedores e organizações procuram o crowdfunding para financiar os seus projetos, é de extrema importância criar uma estrutura que os ajude a ter sucesso em obter esse financiamento. Consequentemente, o principal objetivo desta tese é criar um modelo detalhado, um guia útil, para ajudar os empreendedores na difícil tarefa de angariar financiamento através de crowdfunding, principalmente aqueles que escolhem equity crowdfunding. Para atingir o objetivo proposto é importante compreender as motivações subjacentes daqueles que investem em equity crowdfunding, para lhes oferecer aquilo que procuram e o que os motiva. Também é vital, para aqueles que procuram financiamento, compreender qual das diferentes modalidades de crowdfunding se encaixa melhor nos seus objetivos e aumenta a probabilidade de alcançá-los. Por último, é fundamental compreender quais são os fatores específicos de sucesso para uma bem-sucedida campanha de crowdfunding. Um dos grandes problemas para quem quer criar uma campanha de crowdfunding ou de equity crowdfunding bem-sucedida não é a informação disponível, mas sim a sua dispersão. Esta tese pretende recolher várias informações de diferentes fontes, como literatura já existente sobre o tema, dados recolhidos por plataformas de crowdfunding, pessoas especializadas na área e dados recolhidos através de um inquérito, e organizá-las num único lugar para ajudar aqueles que procuram financiamento, através de crowdfunding e equity crowdfunding, a atingir os seus objetivos.
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Xu, Si-Cong, and 許思聰. "The Journey of Product Designers with Marketing Mind- an exploration of Urban Wallet fundraising on the Crowdfunding Platform in Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/df4bb4.
Full textAbstract:
碩士國立臺灣科技大學
設計系
107
The traditional education of industrial design pays more attention to the front-end design concept of the product. After discovering the problem, the product prototype is designed through a series of concept ideas, and then revised by questionnaire or interviewing with the users. However, a startup team with design background lacks a complete database like a large enterprise might faces two problems: First, designers can only define the target audience through their past experience, and they could only find out the weakness of product from customer feedback after the mass production, but not modify them instantly through design process. The second problem is that the thinking of design-based is easily disjointed from the marketing segment in the process of promotion, resulting in unnecessary waste of human and material resources. The advent of the Internet era has made an effective solution above problems: Through the network, the knowledge of design and marketing fields can be effectively applied together, not only saves human resources and material costs, but also improve the success rate of entrepreneurship. . This thesis reflects the final effect of the research in the form of creation. Through the crowdfunding platform, after analyzing lots of successful fundraising products, three design works needed in the entrepreneurial processes are obtained, which is used as a reference for the follow-up creation and entrepreneurship process. The three designs are: (1) Questionnaire design: Different from the traditional questionnaires, adopts the form of online questionnaires, and emphasizes the feedback on products in the latter stage of data analysis. (2) Crowdfunding promotion: Promote new products through the fund-raising websites and the design of films. (3) The fan page: Using the post of the Facebook fan page with audio and video design to help the whole process of the startup go smoothly and obtain the network dividend.