magistrsko delo
Matej Vinkovič (Author), Darinka Verdonik (Mentor)

Abstract

Osrednja tema magistrskega dela so komunikacijske strategije uspešnih slovenskih kampanj na Kickstarterju, spletni platformi za množično financiranje. V magistrski nalogi se seznanimo z množičnim financiranjem in spletno platformo Kickstarter, ki je namenjena tovrstnemu zbiranju zagonskih sredstev. Opredeljen je pojem kampanja, posebej pa je opisana tudi vsaka izmed komunikacijskih strategij, ki se jih poslužujejo snovalci uspešnih kampanj na Kickstarterju. Prav tako so predstavljene prepričevalne tehnike, s pomočjo katerih se lažje doseže zastavljeni cilj. Na podlagi predhodne teorije je drugi del naloge posvečen analizi izbranih uspešnih slovenskih kampanj, ki so na Kickstarterju dosegle svoj cilj in si zagotovile zagonski kapital za uspešen začetek poslovne poti.

Keywords

množično financiranje;komunikacijske strategije;prepričevalne tehnike;kampanja;magistrske naloge;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher: M. Vinkovič
UDC: 004.451.62(043.2)
COBISS: 19894294 Link will open in a new window
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Downloads: 169
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Other data

Secondary language: English
Secondary title: COMMUNICATION STRATEGIES OF SUCCESSFUL SLOVENE CAMPAIGNS ON KICKSTARTER
Secondary abstract: Master thesis focuses on communication strategies of successful Slovenian campaigns on Kickstarter, an online crowdfunding platform. Crowdfunding, the Kickstarter platform, commonly used for generating start-up funds, and persuasion techniques will be presented. The term campaign will be defined. Based on the predefined theories, the thesis will investigate each of the communication strategies utilized by successful Slovenian campaigns as well as the persuasion techniques used during these campaigns in order to receive start-up funds.
Secondary keywords: Kickstarter;crowdfunding;communication strategies;persuasion techniques;campaign;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages: VII, 76 f.
ID: 9159293