434 KB0 KB200920262022Drnovšek, MatejaGrižančič, Sabinaletnik:24številka:iss. 4, article 3str. 222-239DOI:10.15458/2335-4216.1311COBISSID_HOST:132053251ISSN:2335-4216URN:URN:NBN:SI:doc-2IAI87ILenEkonomska fakultetaEconomic and business reviewbusiness strategycrowdfundingmnožično financiranjeposlovna strategijastart-upzagonsko podjetjeExploring the strategic elements of backers' persuasion in reward-based crowdfunding|In this paper we investigate the strategic elements that project founders' use in reward-based crowdfunding cam- paigns to achieve a higher level of persuasion. Exploration of these elements not only provides insights into an entre- preneur's experience with crowdfunding but also provides material for comparing results reported by other (quantitative) studies. We conducted an empirical study with 13 Kickstarter project founders through in-depth, semi- structured interviews which were analysed through a reflexive thematic analysis approach. Drawing from our findings, we propose four strategic elements that founders use to persuade backers and achieve success drawing from individual- level experiences and observationsTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Ekonomska fakulteta