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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedings

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.

Publication information

Original languageEnglish
Title of host publicationProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
EditorsTung Bui, Ralph H. Sprague, Jr.
Place of PublicationLos Alamitos, CA
Publication date2016
ISBN (Print)9781479983896
ISBN (Electronic)9780769556703
StatePublished - 2016
EventThe 49th Hawaii International Conference on System Sciences. HICSS 2016 - Kauai, Hawaii, United States
Duration: 5 Jan 20168 Jan 2016
Conference number: 49


ConferenceThe 49th Hawaii International Conference on System Sciences. HICSS 2016
LandUnited States
ByKauai, Hawaii
SeriesProceedings of the Annual Hawaii International Conference on System Sciences

Bibliographical note

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ID: 44424092