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Abstract(s)
As plataformas de crowdfunding são cada vez mais populares em todo o mundo, sendo um instrumento de apoio financeiro ao lançamento de novos projetos empreendedores. O objetivo deste trabalho passa por analisar o conceito do crowdfunding, de forma a compreender a sua importância e os diferentes modelos que podem ser usados para a obtenção de fundos.
Este estudo tem também como objetivo identificar os fatores de sucesso numa campanha lançada na plataforma IndieGoGo, permitindo a futuros empreendedores que pretendam angariar fundos numa plataforma eletrónica conhecer os fatores que podem gerar uma maior ou menor adesão ao projeto. Para atingir o objetivo acima enunciado foi desenvolvida uma revisão de literatura que permitiu avançar com as hipóteses relativamente a cada um dos fatores que potencialmente poderiam influenciar no sucesso de uma campanha de crowdfunding. Para a realização do estudo empírico, partiu-se de uma amostra aleatória de 250 projetos existentes na plataforma IndieGoGo e procedeu-se a uma análise de conteúdo aos fatores associados a cada um dos projetos. A base de dados construída foi depois objeto de tratamento estatístico para validação das hipóteses (estatística descritiva, correlações e análise de regressão).
Os resultados do estudo mostram que a existência do protótipo de um produto, a apresentação visual e curricular dos promotores, a frequência de atualizações (updates), o número de apoiantes (backers) e a natureza tecnológica do projeto são fatores críticos de sucesso. Pelo contrário, a elevada duração, em minutos, de um vídeo associado ao projeto pode afetar negativamente o sucesso da campanha. Quanto às variáveis associadas ao montante solicitado, comentários na plataforma e likes no Facebook associado ao projeto, os resultados mostraram-se inconclusivos. Finalmente, a experiência anterior do promotor na plataforma mostrou ser um fator de atração de investidores, enquanto o género e a natureza do promotor (individual/equipa) se revelaram insignificantes.
Crowdfunding platforms are increasing popularaty worldwide and are a financial support instrument for launching new entrepreneurial projects. The objective of this thesis is to analyze the concept of crowdfunding in order to understand its importance and the different models that can be used to raise funds. This study also aims to identify success factors in a campaign launched on the IndieGoGo plataform, allowing future entrepreneurs that wish to raise funds on an electronic platform, to know the factors that can generate greater or lesser adherence to the project. In order to achieve the above stated objective, a literature review was developed that allowed us to advance the hypotheses regarding each of the factors that could potentially influence the success of a crowdfunding campaign. The empirical study was based on a random sample of 250 projects retrieved from the IndieGoGo platform and a content analysis of the factors associated with each project. The database was then subjected to statistical treatment for hypothesis validation (descriptive statistics, correlations and regression analysis). The results of the study show that the existence of a product prototype, the promoters visual and curriculum presentation, the frequency of updates, the number of backers and the technological nature of the project are critical success factors. In contrast, the long duration, in minutes, of a video associated with the project can negatively affect the campaign success. Regarding the variables associated with the amount requested, platform comments and Facebook likes associated with the project, the results were inconclusive. Finally, the promoters previous experience on the platform has proved to be a factor of attraction for investors, while the promoters gender and nature (individual / team) have revealed to be insignificant.
Crowdfunding platforms are increasing popularaty worldwide and are a financial support instrument for launching new entrepreneurial projects. The objective of this thesis is to analyze the concept of crowdfunding in order to understand its importance and the different models that can be used to raise funds. This study also aims to identify success factors in a campaign launched on the IndieGoGo plataform, allowing future entrepreneurs that wish to raise funds on an electronic platform, to know the factors that can generate greater or lesser adherence to the project. In order to achieve the above stated objective, a literature review was developed that allowed us to advance the hypotheses regarding each of the factors that could potentially influence the success of a crowdfunding campaign. The empirical study was based on a random sample of 250 projects retrieved from the IndieGoGo platform and a content analysis of the factors associated with each project. The database was then subjected to statistical treatment for hypothesis validation (descriptive statistics, correlations and regression analysis). The results of the study show that the existence of a product prototype, the promoters visual and curriculum presentation, the frequency of updates, the number of backers and the technological nature of the project are critical success factors. In contrast, the long duration, in minutes, of a video associated with the project can negatively affect the campaign success. Regarding the variables associated with the amount requested, platform comments and Facebook likes associated with the project, the results were inconclusive. Finally, the promoters previous experience on the platform has proved to be a factor of attraction for investors, while the promoters gender and nature (individual / team) have revealed to be insignificant.
Description
Keywords
Crowdfunding Plataformas de crowdfunding Fatores de sucesso Análise de conteúdo Crowdfunding plataforms Sucess factors Content analysis