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

Jari Jussila, Karan Menon, Raghava Rao Mukkamala, Lester Allan Lasrado, Abid Hussain, Ravi Vatrapu, Hannu Kärkkäinen, Jukka Huhtamäki

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

    Abstrakt

    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.
    OriginalsprogEngelsk
    TitelProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
    RedaktørerRalph H. Sprague, Tung X. Bui
    Antal sider10
    Udgivelses stedLos Alamitos, CA
    ForlagIEEE
    Publikationsdato2016
    Sider4495-4504
    Artikelnummer7427745
    ISBN (Trykt)9781479983896
    ISBN (Elektronisk)9780769556703
    DOI
    StatusUdgivet - 2016
    BegivenhedThe 49th Hawaii International Conference on System Sciences. HICSS 2016 - Kauai, Hawaii, USA
    Varighed: 5 jan. 20168 jan. 2016
    Konferencens nummer: 49
    http://www.hicss.org/

    Konference

    KonferenceThe 49th Hawaii International Conference on System Sciences. HICSS 2016
    Nummer49
    LandUSA
    ByKauai, Hawaii
    Periode05/01/201608/01/2016
    Internetadresse
    NavnProceedings of the Annual Hawaii International Conference on System Sciences
    ISSN1060-3425

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    Citationsformater

    Jussila, J., Menon, K., Mukkamala, R. R., Lasrado, L. A., Hussain, A., Vatrapu, R., ... Huhtamäki, J. (2016). Crowdfunding in the Development of Social Media Fanbase: Case Study of Two Competing Ecosystems. I R. H. Sprague, & T. X. Bui (red.), Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016) (s. 4495-4504). [7427745] Los Alamitos, CA: IEEE. Proceedings of the Annual Hawaii International Conference on System Sciences https://doi.org/10.1109/HICSS.2016.559