To Stand Out in the Crowd. How public relation activities effect a crowdfunding campaign for a tech-startup

University essay from Göteborgs universitet/Graduate School

Abstract: This thesis handles the phenomena of crowdfunding and how public relations effect a campaign. Areal-life experiment was conducted on the crowdfunding platform Kickstarter. The experimentincluding two groups, the first one was given the treatment ” external PR” while the other had torely on internal community awareness. The conclusions of the experiments are that external PRleads to higher awareness but does not imply multiple-effect. This means that funders on averagedoes not pledge more, and there is no positive correlation that including PR constitutes a highernumber of people. Thus, this thesis can have managerial implications that cost per average pledgercan be calculated and that community building is an important factor.

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