What makes crowds fund? The link between crowdfunding and self-construal in the music industry: a master's thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of Master of Business (MBus), Marketing, 2015 / Geveta Cook ; supervisors: Martin Waiguny, Roger Marshall.
Crowdfunding through an online environment has emerged as a popular capital raising means for a variety of different organisations and industries across numerous countries. The increasing popularity of crowdfunding brings with it a need for a better understanding of this expansive movement, includin...
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| Corporate Author: | |
| Format: | Ethesis |
| Language: | English |
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| Online Access: | Click here to access this resource online |
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| 100 | 1 | |a Cook, Geveta, |e author. | |
| 245 | 1 | 0 | |a What makes crowds fund? The link between crowdfunding and self-construal in the music industry: |b a master's thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of Master of Business (MBus), Marketing, 2015 / |c Geveta Cook ; supervisors: Martin Waiguny, Roger Marshall. |
| 264 | 0 | |c [2015] | |
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| 347 | |a PDF |c 2.060 Mb |3 Whole thesis | ||
| 502 | |a Thesis |b MBus |c Auckland University of Technology |d 2015. | ||
| 504 | |a Includes bibliographical references. | ||
| 516 | |a Text (PDF file (99 pages, 2.060 Mb)) | ||
| 520 | 3 | |a Crowdfunding through an online environment has emerged as a popular capital raising means for a variety of different organisations and industries across numerous countries. The increasing popularity of crowdfunding brings with it a need for a better understanding of this expansive movement, including the influencing drivers that motivate individuals to contribute towards a crowdfunding campaign. The past few years has realised the potential of crowdfunding from the general public in the entertainment industry (Kickstarter, 2013b; Palmer, 2014; PledgeMusic, 2013), with a growing number of musicians and artists utilising the funding opportunities offered to them through online platforms such as Kickstarter and PledgeMusic. This research explores the notion of self-construal and communication methods as motivating factors in an individual's decision to participate in a crowdfunding endeavour in the specific context of the music industry. An experimental design using an online survey was conducted to examine this connection. Respondents were asked to complete a priming activity designed to set either a dependent or independent state of self- construal, the viewed one of three simulated Facebook pages featuring band content which was presented using different communication strategies. Respondents were then asked to answer a range of questions relating to crowdfunding, contributions, and their perceived attitudes. The resulting data set from this experiment was then analysed using SPSS. The results indicate that independently, neither self-construal nor communication strategy significantly influence a individuals contribution behaviour in a crowdfunding situation, however, a combined self-construal state and communication strategy shows a significant influence on an individual's contribution towards crowdfunding endeavour. | |
| 520 | 8 | |a Author supplied keywords: Crowdfunding; Self-construal; Communication; Crowdsourcing; Social Media; Experimental design. | |
| 530 | |a Also held in print (99 leaves : illustrations ; 30 cm) in off-campus storage, box 148. | ||
| 650 | 0 | |a Crowd funding. |9 348397 | |
| 650 | 0 | |a Music |x Economic aspects |9 797642 | |
| 700 | 1 | |a Waiguny, Martin, |e degree supervisor. | |
| 700 | 1 | |a Marshall, Roger, |e degree supervisor. |9 1065222 | |
| 710 | 2 | |a Auckland University of Technology. |b Faculty of Business and Law. | |
| 710 | 2 | |a Auckland University of Technology, |e degree granting institution. |9 331914 | |
| 856 | 4 | 0 | |u http://hdl.handle.net/10292/9238 |z Click here to access this resource online |
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