Crowdfunding as a Customer Engagement Channel
Paykacheva, Valeriya (2014)
Paykacheva, Valeriya
Kajaanin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404234637
https://urn.fi/URN:NBN:fi:amk-201404234637
Tiivistelmä
This thesis aims to explore the application and effects of customer engagement techniques to the field of online crowdfunding. The research was commissioned by TJR Games Oy and is aimed to be applied in the process of crowdfunding campaigns organizing for a game project developed by the company. The goal of the study is to come up with recommendation regarding the fund-raising process organization, focusing on establishing communication with customers.
Chapters 2 and 3 cover theory behind the concepts of Crowdfunding and Customer Engagement. Firstly, the concept of Crowdfunding is defined, explaining the functions and the common types of crowdfunding, as well as uncovering the demographical data and motivational forces behind the service users. Secondly, Customer Engagement is explained in both traditional sense and as viewed in the modern era of digital marketing. Chapter 4 provides a closer look on the context of the research, discussing the independent games industry and introducing the commissioning party of the thesis. Further on, the chapter explains the research and data collection methods. Finally, the research results are interpreted. The final outcomes are discussed and recommendation for the commissioning party are presented in Chapter 5.
The selected research method for the thesis is quantitative study, conducted through online survey of crowdfunding service consumers – people who have experience of supporting online fund-raising campaigns. The survey is based on the users’ experiences and preferences, with focus on communication with project developers before, during and after making a contribution.
Chapters 2 and 3 cover theory behind the concepts of Crowdfunding and Customer Engagement. Firstly, the concept of Crowdfunding is defined, explaining the functions and the common types of crowdfunding, as well as uncovering the demographical data and motivational forces behind the service users. Secondly, Customer Engagement is explained in both traditional sense and as viewed in the modern era of digital marketing. Chapter 4 provides a closer look on the context of the research, discussing the independent games industry and introducing the commissioning party of the thesis. Further on, the chapter explains the research and data collection methods. Finally, the research results are interpreted. The final outcomes are discussed and recommendation for the commissioning party are presented in Chapter 5.
The selected research method for the thesis is quantitative study, conducted through online survey of crowdfunding service consumers – people who have experience of supporting online fund-raising campaigns. The survey is based on the users’ experiences and preferences, with focus on communication with project developers before, during and after making a contribution.