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Crowdfunding in the Development of Social Media Fanbase: Case Study of Two Competing Ecosystems

Publikation: Forskning - peer reviewKonferencebidrag i proceedings

DOI

The aim of the explorative study is to understand the role of crowdfunding in the development of the fanbase using data from two recent cases of competing business ecosystems. We conducted an event study that employed social set analysis (SSA) of Facebook data to uncover and better understand the users’ interactions and brand associations before, during and after a crowdfunding campaign event. Key contribution of the study is the introduction of a new data source on co-creative interaction between companies and their customers, as well as an approach to support the study of ecosystems from a customer perspective. Our paper focuses especially on the role of Jolla’s tablet crowdfunding campaign in the development of its fanbase in relation with Nokia’s tablet launch during Slush 2014 event. We discuss the results, present substantive interpretations of the findings, implications of crowdfunding on fanbase development and conclude with directions for future work.

Publikationsoplysninger

OriginalsprogEngelsk
TitelProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
RedaktørerTung Bui, Ralph H. Sprague, Jr.
Udgivelses stedLos Alamitos, CA
UdgiverIEEE
Publikationsdato2016
Sider4495-4504
ISBN (trykt)9781479983896
ISBN (elektronisk)9780769556703
DOI
StatusUdgivet - 2016
BegivenhedThe 49th Hawaii International Conference on System Sciences. HICSS 2016 - Kauai, Hawaii, USA

Konference

KonferenceThe 49th Hawaii International Conference on System Sciences. HICSS 2016
Nummer49
LandUSA
ByKauai, Hawaii
Periode05/01/201608/01/2016
Internetadresse
SerieAnnual Hawaii International Conference on System Sciences. Proceedings
Vol/bind2016
ISSN1060-3425

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