This applied dissertation was designed to explore the connection between social triggers, virtual validation, and philanthropic behaviours of the Generation X population. Current literature largely ignores the Generation X population and no research has yet been conducted that directly links the successful funding of crowdfunding campaigns to both virtual validation and social triggers in the Generation X population. To explore the connection between social triggers, virtual validation, and philanthropic behaviours of the Generation X population, the writer reviewed the application of retrieving psychological motivations based on non-conscious responses by way of belongingness theory, social comparison theory, and Maslow’s Hierarchy of Needs. It is believed that individuals can be prompted to take action on certain crowdfunding campaigns based solely on these theories; but more specifically, that individuals will take action on crowdfunding campaigns because they have an inherent desire for virtual validation and the need to feel praise for taking action as others have. Corpora were collected and evaluated on the top three performing Kickstarter campaigns of 2016. The researcher found that hashtags were primarily utilized by campaign creators within the Kickstarter campaign while hashtags were used by backers on Twitter as a way to demonstrate product familiarity and inclusion. Message framing and social factors were utilized by campaign creators to inspire excitement and engagement from backers on the Kickstarter campaign. Finally, the most essential social triggers were identified as phrasing that promoted inclusion and excitement among interested backers of the campaigns.
| Date of Award | Jan 1 2018 |
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| Original language | English |
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| Supervisor | Anne Joslin (Supervisor), James Pann (Advisor) & Kimberly Durham (Advisor) |
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