Kickstarting a Kickstarter
Kommunikativa komponenter i lyckade & misslyckade crowdfundingkampanjer
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.