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Kickstarting a Kickstarter: Kommunikativa komponenter i lyckade & misslyckade crowdfundingkampanjer
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Crowdfunding is described as a facilitator for creative entrepreneurs in their gathering of funds for projects. This bachelor’s thesis  aims at finding differences in communication components found between successful and unsuccessful crowdfunding campaigns on one of the most popular platforms, Kickstarter. Through a quantitative content analysis and a rhetorical analysis of literary topoi this study suggests that there are apparent differences in usage of titles, text, visual expressions, rewards and in themes of preparation, humility as well as quality. The findings we present conclude that a campaign with a title consisting of eight words and one punctuation are more likely to succeed than other. Further it is shown that campaigns lacking in visual expressions are running a bigger risk of failure than campaigns using a video and some images. Also a correlation between the amount of rewards and the amount of backers are being shown. The study suggests that texts should include literary topoi deriving to “person”, “item” or “special themes”. A campaign that is moderate and shows signs of preparedness in “Risks & Challenges” are more likely to succeed. Apart from this, the study show a rise in the amount of already developed products being published on Kickstarter.  

It should be noted that this study is not a checklist for creating a successful campaign on Kickstarter, it is an indication on what differs between a successful and an unsuccessful campaign.

Abstract [sv]

Crowdfunding beskrivs som ett effektivt sätt för kreativa entrepenörer att finansiera sina projekt eller produkter. En av de större plattformarna för detta är Kickstarter. I denna undersökning studeras skillnader i kommunikativa komponenter för crowdfundingkampanjer på Kickstarter som lyckats, respektive misslyckats, nå sitt mål för finansiering. Utifrån en kvantitativ innehållsanalys och en retorisk analys av topiker menar denna undersökning att sådana skillnader finns och består i utformningen av titeln, texten, användandet av bilder, rewards och mått av förberedelse, ödmjukhet och kvalitét inför kampanjgenomförandet. Studien slår fast att en kampanj med en titel beståendes av ca 8 ord och ett skiljetecken har en högre sannolikhet att lyckas än andra. Vidare konstateras att crowdfundingkampanjer som saknar film och har få bilder löper stor risk att misslyckas. Studien menar att texter bör omfatta topiker rörande “person”, “sak” samt “speciella teman”. En kampanj som uppvisar måttfullhet och förberedelse i avsnittet som behandlar “Risks & Challenges” har en större sannolikhet att lyckas. Studien konstaterar vidare en korrelation mellan antal rewards och antal backers. Avslutningsvis konstateras att förekomsten av redan färdigutvecklade produkters ökar på kickstarter. Studien ska inte avses som en checklista för framgång, men ger goda insikter för vilka kommunikativa komponenter skiljer sig mellan lyckade och misslyckade crowdfundingkampanjer.

Place, publisher, year, edition, pages
2014.
Keyword [en]
Crowdfunding, Kickstarter, Communication, Preparedness
Keyword [sv]
Crowdfunding, Kickstarter, Kommunikation, Förberedelse
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-242756OAI: oai:DiVA.org:uu-242756DiVA: diva2:784904
Subject / course
Media and Communication Studies
Supervisors
Available from: 2015-02-02 Created: 2015-01-31 Last updated: 2015-02-02Bibliographically approved

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