Influencing Factors of Realization of Crowdfunding Media Projects

Abstract This master's thesis deals with crowdfunding media projects. The author studies key and secondary factors influencing realization of crowdfunding media projects. Within the framework of the study, the trends of media consumption and specifics of interaction between media producers und media procumers are examined in detail. In this context, the author refers, in particular, to such terms as "procumer" and "prosuming". The phenomenon of crowdfunding is considered not only as a financing model, but mainly as an interaction model for media producers and media consumers. Specifics of this interaction, communication tools as well as elements of crowdfunding campaigns are considered to affect implementation of crowdfunding media projects. Thus, the research goal is to reveal the factors influencing realization of crowdfunding media projects. The empirical part of the study is based on the research approach "case study" and includes such methods as SWOT analysis and online focus group.