Background: In today’s world, human attention has become a valuable resource that every entity wants to utilize and compete for. Attention together with funding have become two essential factors that start-ups are trying to acquire. Recently, crowdfunding has become a popular way for start-ups to obtain funding from investors, more specifically backers. However, crowdfunding can be utilized not only for gaining capital but also for interacting with backers, presenting an idea and as a marketing tool. Therefore, it is important to understand how start-ups can effectively grab and retain attention through crowdfunding. Purpose: Only a certain number of studies researched the relationship between crowdfunding and the marketing aspect that it possesses. Additionally, there is a lack of studies that delved into the project presentations and communications aspects of reward-based crowdfunding platforms utilized for Generation Z and the attention span. Consequently, the purpose of this study is to discuss the role of project presentation and types of communication in grabbing and retaining Gen Z backers' attention on Kickstarter. Method: To achieve the purpose of this study, qualitative research methods have been selected as preferred. Mainly deductive reasoning was followed, with some inductive elements adding precision to this angle from already established theories. Individual semi-structured interviews were conducted with backers of a Kickstarter campaign who belong to the Generation Z cohort. Thematic analysis was further employed to structure the data which involves coding, analyzing, and interpreting it. Conclusion: Project & founder characteristics, as well as project presentation and its quality, are the main elements that need to be communicated through one of the communication types. Whether forms of visual content, copywriting or verbal and nonverbal communication, they all have their role and an impact on the attention being either grabbed, retained or both. Through these communication types, trust and credibility factors need to be gained, both visually and in the details of the campaign presentation. Additionally, the mediating and engagement factors have an impact on the grabbed and retained attention. Finally, signs of caught and retained attention of Generation Z backers on a Kickstarter campaign, do not necessarily translate into their donations.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64819 |
| Date | January 2024 |
| Creators | Smail, Tom, Fedak, Tobias |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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