University of Twente Student Theses
On-Platform Engagement and the Success of Reward-Based Crowdfunding Campaigns
Tarakji, Abdelkader (2024) On-Platform Engagement and the Success of Reward-Based Crowdfunding Campaigns.
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| Abstract: | This thesis investigates the impact of on-platform engagement on the success of reward-based crowdfunding campaigns by Dutch entrepreneurs. The study examines three important success metrics—funding success, funding percentage, and backer count—using a comprehensive data set from Kickstarter. The dataset is retrieved from webrobots a platform that provides B2B data scraping services. According to the analysis, there is a significant increase in the likelihood of campaign success and funding percentage when there are frequent updates and active engagement through replied comments. A logistic regression model is used to determine the predictors of funding success, while linear regression models examined the factors affecting the funding percentage and the number of backers. Higher funding goals are associated with a lower likelihood of success and a lower percentage of funding achieved, according to the results. Including a campaign video has a complex effect, but it positively affects the final state. These results highlight how crucial it is to engage strategically on platforms and how regular, open communication with potential backers is essential. This research has implications for platform developers and managers of crowdfunding campaigns as well, providing insights into how to best optimize engagement strategies to improve funding outcomes. These results could be further investigated in the future by looking into various update formats and the long-term impacts of campaign tactics on the success of repeat funding. This study offers a framework for enhancing crowdfunding strategies, which will ultimately help entrepreneurs achieve their funding objectives. It also advances our understanding of the role that digital engagement plays in financial outcomes. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100350 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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