What influences crowdfunding campaign success.
Abstract
Crowdfunding is a recently emerged market for entrepreneurs; it represents a new and
growing source of potential capital. The potential crowdfunding is starting to reach it
potential, and has beginning to go mainstream. There is a gap in the research on crowdfunding
and within the field of what separates a successful campaign from a failed one.
To explore the variables influencing crowdfunding campaign this paper looks into academic
articles, the crowdfunding platforms, general media, journalist, newspapers, webpages and
bloggers by doing an exploratory content analysis to find what these sources suggest as the
most important drivers, leading up to the research question: what influences crowdfunding
campaign?
This study contributes to the emerging field of crowdfunding and specifically to the success
drivers within campaigns.
The findings are separated into four overarching categories of variables influencing campaign
success; variables in the preparation phase leading up to a campaign launch, variables tied to
actions taken within the campaign, variables linked to the content of the campaign and
variables describing which places the campaign should be present outside a crowdfunding
platform.
The findings indicate that all four categories are important and that there are a large set of
variables and proposed research questions to examine in future research on crowdfunding
success.
Key Word: Influencing variables on crowdfunding; crowdfunding success; crowdfunding
campaign variables
Description
Master thesis Business Administration- University of Agder, 2015