Crowdfunding allows entrepreneurs and start-ups to raise capital through the use of online platforms as an alternative from traditional funding. During the process of launching a campaign, entrepreneurs are faced with multiple decisions regarding the content to upload. Among these, founders must decide the message framing to use in the campaign’s video pitch, which may influence the backers’ decision to fund a project. Drawing on a dataset of 70 projects from the technology category on Kickstarter, this research offers insights into the effect that message framing has on a campaign's funding success. In particular, emotional versus rational language is explored, as well as the type of project portrayal through a prototype and venture legitimation by providing team information. The findings suggest that the use of dominantly rational language in the video pitch increases odds of funding success. However, the portrayal of the project and venture legitimation were not found to increase funding success likelihood. The results discussed in this research may benefit entrepreneurs by shedding light into the effects that different message framings have on the funding achieved and thus providing some guidance for the choices to be made regarding the video pitch in a campaign.

The main topic of this diploma thesis is the capital allocation. I focus on crowdfunding and study how the development of crowdfunding during the last years influenced options and effectiveness of the capital allocation. I compare crowdfunding with other distributional models. Under the term of "distributional models", I understand funding models, namely bilateral model, banks, stock markets and venture capital. I choose start-ups or arising projects as a medium of exploration. The hypothesis of this thesis is as follows: "Crowdfunding is better model for funding arising projects than venture capital, banks, stock market or bilateral model." To answer the main hypothesis, I analyze two supporting hypothesis. The first hypothesis studies the principle of crowdfunding. It says, that crowdfunding is able to recognize funding-worthy projects better than other models. I want to know, what makes crowdfunding an innovative concept, I study, how the new media manifest themself in the concept of crowdfunding. I analyze, how crowdfunding eliminates individual errors by using the "crowd". And above all, I study how each model addresses the role of an intermediary in the relation between surplus and scarce subjects. The second hypothesis observes, whether crowdfunding provides more money to the arising projects than...

Studien syftar till att undersöka vad som motiverar kreatörer att använda crowdfunding via Kickstarter för sina filmprojekt. Studien syftar även till att få en bättre förståelse för varför backare bidrar med finansiering till crowdfundingprojekt. Datan för studien är insamlad genom fem kvalitativa intervjuer med hög strukturering gällande intervjuguiden men låg standardisering av frågeföljden. Fyra filmskapare och en produktionschef på Film i Skåne har intervjuats. En kvantitativ enkät har även distribuerats till människor med erfarenhet av att bidra med finansiering till crowdfundingprojekt. Den insamlade datan tillsammans med teori inom ämnet resulterar i en diskussion kring kreatörer, backare och motivationer, samt hur de relaterar till varandra. Slutsatsen visar att det inte går att peka på enbart en faktor som motiverar filmskapande kreatörer eller backare. Kreatörer motiveras av att finansiera sina projekt, marknadsföra dem men också av att involvera backarna genom att få konstruktiv feedback och att behålla kontroll över projektet. Det har även upptäckts ett samband mellan vilken erfarenhet kreatören har inom filmbranschen sedan tidigare och vad som motiverar dem. Studien uppmärksammar att backare motiveras av prosociala motiv, donationsbelöningar och ett projekts trovärdighet, kvalitet och syfte. / This study aims to examine what motivates creators to use crowdfunding via Kickstarter for their film projects. It also aims to get a better understanding as to why backers contribute financially to crowdfunding projects. The data for this paper is collected through four qualitative interviews with filmmakers and one interview with a production manager for Film i Skåne. Additionally a quantitative survey was conducted with people who had experience of backing projects financially. The interviews were created with a form of high structuring regarding the interview guide and a low standardization regarding the questionnaire. The collected data together with theory within the field, results in a discussion about creators, backers and what motivates them. The conclusion shows that neither creators nor backers are driven by one single motivation. The study reveals that creators are motivated to use crowdfunding to gain financing and to promote their projects, but also to involve the backers by getting input from them concerning the project. Another motivation that has been discovered is that creators may want to remain in control over their project. The study also discovered a connection between the creators’ experience within the film industry, and what motivates them. The study reveals that backers are motivated to contribute to crowdfunding projects by prosocial motives, the rewards that can be collected when donating and the credibility, quality and purpose of the project.

The topic of the diploma thesis is “Crowdfunding as a developing financial source for businesses in the Czech Republic”. The aim of the thesis is to evaluate the external environment of crowdfunding and estimate its current and future development. The analysis of the external environment will be done by the PEST analysis and Industry analysis. Subsequently, there will be performed analysis using Key driving forces of change. These forces will be further evaluated and summarized by the evaluation of industry attractiveness with a help of the pair comparison method. The results of the performed analyses will show how attractive crowdfunding is and how it reacts on the identified factors. In the final part of the thesis, the future development will be discussed.

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In my dissertation, I study factors that affect the value-creating interactions between value producers and value consumers on two-sided platforms (e.g., Freelancer and Kickstarter). In the first essay, I study how bid price dispersion affects the value-creating interactions (i.e., contracting) between service providers (freelancers) and buyers in online labor markets. I find that bid price dispersion has a negative effect on buyers' offering a contract and service providers' tendency to accept the contract if offered one. I theorize that both service providers and buyers face uncertainty over price as to how much to charge or to pay for IT services and a higher bid price dispersion leads to higher uncertainty, and thus a lower contracting rate. In the second essay, I examine the role of the lottery in value-creating interactions (namely backings) in crowdfunding platforms. I find that the lottery, when designed as an option with a participation cost, decreases backers' average contribution and the total value created for a project, albeit it incentivizes more low-value interactions (i.e., more low-value backings). I theorize that the lottery, on the one hand, incentivizes low-value interactions that would otherwise not happen, but on the other hand, transforms high-value interactions into low-value interactions. In the third essay, I study the effect of backers' online identity concealment on the value-creating interactions (i.e., backings) in crowdfunding platforms. Contradictory to a common practice that crowdfunding platforms often maintain a public list of all backers’ identity information, assuming a positive observational learning effect among peer backers, the empirical results demonstrate with backers' online identity concealed completely, campaigns on average gain more backings and money as well as become more likely to succeed. And this effect is larger for donors-those back a campaign without receiving any reward-than for rewardees-those back the campaign for the reward. / Business Administration/Management Information Systems

Crowdfunding ist ein communitybasiertes Finanzierungsmodell, das in den letzten Jahren zunehmend an Bedeutung gewonnen hat. Indem eine Vielzahl an Unterstützer:innen gewonnen werden, können so Kreative und Kulturschaffende Produkte veröffentlichen, ohne einen klassischen Publikationsweg über Verlage oder ähnliche Institutionen zu wählen. Zentral für den Erfolg von Projekten ist dabei, eine Projektseite zu gestalten, die möglichst viele Menschen davon überzeugt, Geld in die Kampagne zu investieren. Ein Teil dieser Werbung geschieht mittels der Beschreibungstexte der Projekte. Diese stehen im Zentrum der vorliegenden Arbeit. Mittels einer korpuslinguistischen Analyse wird zunächst untersucht, welche sprachlichen Mittel in Beschreibungstexten die Erfolgschancen von Crowdfunding-Kampagnen erhöhen und welche diese verringern. Darauf folgt eine qualitative Auswertung der Ergebnisse auf Basis von Theorien aus der Linguistischen Vertrauensforschung, der kognitiven Linguistik und der Soziologie – wie etwa dem von Reckwitz eingeführten Kreativitätsdispositiv.:1. Einleitung 2. Crowdfunding 3. Theoretische Grundlagen 3.1. Linguistische Vertrauensforschung 3.2. Diskursanalyse 3.3. Aufmerksamkeitslenkung und Metaphern 3.4. Das Kreativitätsdispositiv 4. Methodik 5. Korpuszusammenstellung 6. Analyse 6.1. Lemmata 6.1.1. Unigramme 6.1.1.1. Eure und deine 6.1.1.2. Absprache 6.1.1.3. handsigniert 6.1.1.4. Echt, limitiert, aufwendig und atmosphärisch 6.1.1.5. Zwischenfazit - Reziprozität 6.1.1.6. Kompetenz 6.1.1.7. Meine 6.1.1.8. Enwickeln und Idee 6.1.1.9. Zwischenfazit - Adressat:innenbezug und Kompetenz 6.1.1.10. Zielperspektivierung 6.1.1.11. Gendern 6.1.1.12. Spaß 6.1.2. Trigramme 6.1.2.1. Zusätzlich erhalten sie und außerdem erhalten sie 6.1.2.2. In die letzt 6.2. Wortartem 6.2.1. Unigramme 6.2.1.1. Bestimmte und unbestimmte Artikel 6.2.1.2. Personalpronomen 6.2.1.3. Modalverben 6.2.1.4. Infinitive und Infinitivpartikel 6.2.2. Trigramme 6.2.2.1. Substantiv Artikel Substantiv und Artikel Substantiv Artikel 6.2.2.2. Artikel attributives Adjektiv Substantiv 7. Fazit 8. Anhänge 8.1. Zitierte Primärliteratur 8.2. Sekundärliteratur

Este artículo de investigación tuvo como objetivo determinar la percepción del emprendedor - inversionista acerca del crowdfunding como herramienta financiera de MYPES en el contexto del covid-19. Respecto a la metodología tuvo un enfoque cuantitativo, de tipo aplicada, nivel descriptivo y diseño no experimental. La población estuvo compuesta por MYPES activas del departamento de Lambayeque, la muestra fue de 339 emprendedores - inversionistas y el muestreo fue aleatorio simple. Además, se utilizó la técnica de encuesta y como instrumento el cuestionario de Segura (2021) a través de una escala nominal compuesto de 22 ítems. Se determinó la percepción del emprendedor - inversionista acerca del crowdfunding, estos están dispuestos a involucrar capital si les permite generar beneficios económicos, tienen mayor interés a incorporarse en proyectos de amigos o conocidos, valoran la información de calidad acerca de la empresa y que esta se les envíe o esté disponible en plataformas de uso habitual como redes sociales y correo electrónico. Por lo tanto, queda demostrado que el crowdfunding es percibido de manera positiva como una herramienta a usar para generar beneficios tanto a las empresas como a los inversores.

Gräsrotsfinansiering, också känt Crowdfunding, är en finansieringsmetod för att finansiera diverse projekt genom mindre ekonomiska bidrag från ett stort antal olika personer. Detta fenomen har växt sig stort de senaste åren, mycket på grund av möjligheterna som öppnats upp via medietekniska plattformar och sociala medier. Denna studie ämnar undersöka huruvida det finns projekt som använder sig av crowdfunding utan att ha ett finansiellt motiv och drivkraft. Resultatet är grundat på två olika medieprojekt med politiska inriktningar. Empirin som studien grundar sig på är framtaget genom kvalitativa ostrukturerade intervjuer med Andreas Öhman skapare bakom tv-serien Dom jävlarna ska skjutas, och Glynnis Ritter, Junior producer på produktionsbolaget WG Film angående dokumentärfilmen Bikes vs Cars. Studiens resultat visar att det finns projekt som drivs av andra krafter än finansiella. De två undersökningsobjekten i denna studie statuerar exempel för politiska projekt som har ett opinionsbildande motiv. Båda projekten arbetar för att föra varsin sakfråga framåt och fungera som debattverktyg för personer som sympatiserar med deras åsikt och är båda överens om att kommunikation, mellan grundare och backare, är avgörande för överlevnad. I slutändan har en modell kunnat skapas för att tydliggöra och strukturera upp olika motiv och vinning hos skilda parter i en crowdfundingkampanj. Genom transparens och kontinuerlig kommunikation mellan skapare och backare, som möjliggörs genom medietekniska plattformar, kan crowdfundingkampanjer skapa förändringar i samhället. / “Look, we are many”- A case study about public opinion formatting as a motive for crowdfunding campaigns.Crowdfunding is a method of financing to fund various projects through small financial contributions from a large number of different people. This phenomenon has grown large in recent years, largely because of the possibilities opened up by the media technology platforms and social media.This study intends to examine whether there are projects that use crowdfunding without having a financial motive and urge. The results are based on two different media projects with political intentions and the data is developed through two qualitative semi-structured interviews.Study results show that there is projects run by forces other than financial. The two projects in this study set an example for political projects that have an public opinion forming motive. Both projects are working to bring the their subject of interest forward and act as debate tool for people who sympathize with their point of view. They are both convinced that communication between parts is very essential for survival.In the end a model had been created that shows the structure and different motives that the different parts of the crowdfunding campaign can have. Through transparency and continuous communication between founders and backers, that enable through digital sites, crowdfunding campaigns can change structures in society.KeywordsCrowdfunding, motive, public opinion forming, media production, The Wolves, Bikes vs Cars