University of Twente Student Theses
The impact of trusted social media in the context of donation-based crowdfunding
Piccinelli, Michela (2024) The impact of trusted social media in the context of donation-based crowdfunding.
|
PDF
693kB |
| Abstract: | This thesis investigates the unique dynamics of the 'Shoah Next Generation' project, exploring the relationship between social media, marketing, crowdfunding, and trust. The research, conducted as a case study, aims to unravel how these elements interplay to drive successful crowdfunding initiatives. Through a comprehensive literature review and six in-depth interviews with the project's (co)-founders, a crowdfunding platform representative, and donors, the study uncovers crucial insights into the role of trust, the effectiveness of social media, and the importance of personal connections in crowdfunding. The findings highlight that trust is essential in motivating donor participation, established through personal connections, transparent communication, and the credibility of project organizers. While social media is a valuable tool for information dissemination and engagement, direct communication channels like WhatsApp proved more effective in building trust for this project. The support and training provided by the crowdfunding platform were critical in giving project creators the necessary skills and enhancing the project's credibility and success. The study concludes that successful crowdfunding requires a strategic blend of social media engagement, trust-building, transparent communication, and robust support mechanisms. These elements foster strong donor relationships, secure funding, and achieve project goals. The research contributes to the broader understanding of crowdfunding dynamics and offers practical guidance for leveraging digital platforms for future fundraising efforts. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100088 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page