Abstract
This paper focuses on the determination and analysis of the keys to success in the mobilization of resources through political crowdfunding projects aimed to develop activities linked to collective action for social and political change. For that purpose, based on financial success, we have carried out benchmarking and statistical analysis through diverse variables related to communicative, financial, relational and organizational elements. This study was conducted on 233 campaigns developed in Spain between 2012 and 2017. The results show the importance of the intensity of the campaign posts and the impact through Twitter. Furthermore, as new findings, the partnership between the campaign news in digital media and the financial success should be pointed out as well as the importance of dissemination and the success of cooperation at a communicative level between agents of a socio-political nature. To conclude, we must stress the importance of the organizational and communicative role of the promoters for success and its ability to articulate an external structure configured on identity and technical elements that facilitate the cooperation and activation of ties of different intensity through a media ecosystem, specially Twitter.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.