Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija

Janev, Nena

prikaz prve stranice dokumenta Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija

graduate thesis

Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija

Zagreb: University of Zagreb, Faculty of Economics and Business, 2025. urn:nbn:hr:148:503640

Janev, Nena

University of Zagreb
Faculty of Economics and Business
Department of Marketing

Cite this document

APA 6th Edition

Janev, N. (2025). Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija (Graduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:503640

MLA 8th Edition

Janev, Nena. "Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija." Graduate thesis, University of Zagreb, Faculty of Economics and Business, 2025. https://urn.nsk.hr/urn:nbn:hr:148:503640

Chicago 17th Edition

Harvard

Janev, N. (2025). 'Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija', Graduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 March 2025, https://urn.nsk.hr/urn:nbn:hr:148:503640

Vancouver

Janev N. Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija [Graduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2025 [cited 2025 March 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:503640

IEEE

N. Janev, "Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija", Graduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2025. Available at: https://urn.nsk.hr/urn:nbn:hr:148:503640

Cite this item: https://urn.nsk.hr/urn:nbn:hr:148:503640

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Metadata

Title	Uloga percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija
Title (english)	The role of percieved project integrity and organization credibility in the success of crowdfunding campaigns of non-profit organizations
Author	Nena Janev
Mentor	Morana Fudurić (mentor)
Committee member	Sandra Horvat (član povjerenstva)
Committee member	Vatroslav Škare (član povjerenstva)
Granter	University of Zagreb Faculty of Economics and Business (Department of Marketing) Zagreb
Defense date and country	2025-02-28, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract	Kampanje grupnog financiranja neprofitnih organizacija nisu usmjerene na ostvarivanje profita, već omogućuju prikupljanje financijskih sredstava za ostvarenje društveno korisnih ciljeva. Uspjeh takvih kampanja ovisi o spremnosti donatora da financijski podrže projekt. Mnoštvo čimbenika utječe na njihovu odluku, a važnu ulogu igraju i percipirani integritet projekta, te vjerodostojnost organizacije. Ovaj diplomski rad istražuje ulogu percipiranog integriteta projekta i vjerodostojnosti organizacije u uspješnosti crowdfunding kampanja neprofitnih organizacija. Provedeno je jednokratno deskriptivno istraživanje, a prikupljeni rezultati su obrađeni i interpretirani kako bi se dobio bolji uvid u njihovu važnost. Rezultati istraživanja jasno ukazuju da su visoki percipirani integritet projekta i vjerodostojnost organizacije dva presudna faktora u donošenju oduke o doniranju neprofitnoj crowdfunding kampanji. Pri usporedbi ta dva faktora, ispitanici su prednost dali integritetu projekta pred vjerodostojnosti organizacije, napominjajući važnost sigurnog i brzog procesa, čime je naglašena važnost odabrane crowdfunding platforme. Transparentnost i jasna komunikacija prema javnosti poboljšavaju razumijevanje ciljeva kampanje i povećavaju povjerenje potencijalnih donatora, a organizacije koje se percipiraju kao pouzdane i etične imaju veću šansu za uspjeh.
Abstract (english)	Crowdfunding campaigns for nonprofit organizations are not focused on generating profit, but rather raising financial resources to achieve socially beneficial goals. The success of such campaigns depends on the willingness of donors to financially support the project. Numerous factors can influence their decision, while percieved project integrity and organization credibility play a significant role. This thesis researches the role of percieved project integrity and organization credibility in the success of crowdfunding campaigns of nonprofit organizations. A study was conducted, and the given results were analyzed and interpreted to gain a better understanding of their importance. The results show that high perceived integrity of the project and credibility of the organization are two crucial factors in making decisions about donating to a non-profit crowdfunding campaign. When comparing these two factors, the respondents prioritized the integrity of the project over the credibility of the organization, while emphasizing the importance of a fast and secure donation process and confirming the importance of the chosen crowdfunding platform. Transparency and clear communication towards the public improves the understanding of campaign goals and increases trust of potential donors, while organizations that are perceived as reliable and ethical have a greater chance of success.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:148:503640
Study programme	Title: Digital marketing Study programme type: professional Study level: graduate Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	REPEFZG
Created on	2025-03-04 15:21:41