What makes crowds fund? The link between crowdfunding and self-construal in the music industry

aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
aut.thirdpc.permissionNoen_NZ
aut.thirdpc.removedNoen_NZ
dc.contributor.advisorWaiguny, Martin
dc.contributor.advisorMarshall, Roger
dc.contributor.authorCook, Geveta
dc.date.accessioned2015-11-18T22:05:15Z
dc.date.available2015-11-18T22:05:15Z
dc.date.copyright2015
dc.date.created2015
dc.date.issued2015
dc.date.updated2015-11-18T21:34:30Z
dc.description.abstractCrowdfunding 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.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/9238
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectCrowdfundingen_NZ
dc.subjectSelf-construalen_NZ
dc.subjectCommunicationen_NZ
dc.subjectCrowdsourcingen_NZ
dc.subjectSocial Mediaen_NZ
dc.subjectExperimental designen_NZ
dc.titleWhat makes crowds fund? The link between crowdfunding and self-construal in the music industryen_NZ
dc.typeThesis
thesis.degree.discipline
thesis.degree.grantorAuckland University of Technology
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Businessen_NZ
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