Přináší s sebou crowdfunding více než jen finanční podporu? - Rozbor z pohledu tvůrců kampaní

This bachelor thesis analyses the non-financial benefits of crowdfunding that go beyond traditional financial support. The thesis combines theoretical knowledge with practical research based on data collected from interviews with campaign creators on the Hithit platform. The aim of this thesis was to identify and analyse what non-financial benefits campaign creators see in crowdfunding, and which of these observed benefits were the most valuable to them. To achieve this goal, a qualitative research approach was used, where data obtained through semi- structured interviews were categorized into 8 categories based on thematic analysis methods and insights from existing research, showcasing areas in which crowdfunding can be beneficial. The results of the analysis show that the biggest non-financial benefit seen by the creators lies in marketing and validating the viability of their products. Other observed benefits included positive influence on strategic planning, establishing new relationships and partnerships, gaining market and customer insights, adjusting products based on feedback, increasing the credibility of projects, as well as personal influence on the creators themselves.