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

doi:10.1109/HICSS.2016.559

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

Tampere University of Technology

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

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.

Original language	English
Title of host publication	Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
Editors	Ralph H. Sprague, Tung X. Bui
Number of pages	10
Place of Publication	Los Alamitos, CA
Publisher	IEEE
Publication date	2016
Pages	4495-4504
Article number	7427745
ISBN (Print)	9781479983896
ISBN (Electronic)	9780769556703
DOIs	https://doi.org/10.1109/HICSS.2016.559
Publication status	Published - 2016
Event	49th Annual Hawaii International Conference on System Sciences, HICSS 2016 - Kauai, Hawaii, United States Duration: 5 Jan 2016 → 8 Jan 2016 Conference number: 49 http://www.hicss.org/

Conference

Conference	49th Annual Hawaii International Conference on System Sciences, HICSS 2016
Number	49
Country/Territory	United States
City	Kauai, Hawaii
Period	05/01/2016 → 08/01/2016
Internet address	http://www.hicss.org/

Series	Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN	1060-3425

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

Jussila, Jari ; Menon, Karan ; Mukkamala, Raghava Rao et al. / Crowdfunding in the Development of Social Media Fanbase : Case Study of Two Competing Ecosystems. Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). editor / Ralph H. Sprague ; Tung X. Bui. Los Alamitos, CA : IEEE, 2016. pp. 4495-4504 (Proceedings of the Annual Hawaii International Conference on System Sciences).

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title = "Crowdfunding in the Development of Social Media Fanbase: Case Study of Two Competing Ecosystems",

abstract = "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{\textquoteright} 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{\textquoteright}s tablet crowdfunding campaign in the development of its fanbase in relation with Nokia{\textquoteright}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.",

author = "Jari Jussila and Karan Menon and Mukkamala, {Raghava Rao} and Lasrado, {Lester Allan} and Abid Hussain and Ravi Vatrapu and Hannu K{\"a}rkk{\"a}inen and Jukka Huhtam{\"a}ki",

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booktitle = "Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)",

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note = "49th Annual Hawaii International Conference on System Sciences, HICSS 2016 ; Conference date: 05-01-2016 Through 08-01-2016",

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Jussila, J, Menon, K, Mukkamala, RR, Lasrado, LA, Hussain, A , Vatrapu, R, Kärkkäinen, H & Huhtamäki, J 2016, Crowdfunding in the Development of Social Media Fanbase: Case Study of Two Competing Ecosystems. in RH Sprague & TX Bui (eds), Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)., 7427745, IEEE, Los Alamitos, CA, Proceedings of the Annual Hawaii International Conference on System Sciences, pp. 4495-4504, 49th Annual Hawaii International Conference on System Sciences, HICSS 2016, Kauai, Hawaii, United States, 05/01/2016. https://doi.org/10.1109/HICSS.2016.559

Crowdfunding in the Development of Social Media Fanbase: Case Study of Two Competing Ecosystems. / Jussila, Jari; Menon, Karan; Mukkamala, Raghava Rao et al.
Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). ed. / Ralph H. Sprague; Tung X. Bui. Los Alamitos, CA: IEEE, 2016. p. 4495-4504 7427745 (Proceedings of the Annual Hawaii International Conference on System Sciences).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Crowdfunding in the Development of Social Media Fanbase

T2 - 49th Annual Hawaii International Conference on System Sciences, HICSS 2016

AU - Jussila, Jari

AU - Menon, Karan

AU - Mukkamala, Raghava Rao

AU - Lasrado, Lester Allan

AU - Hussain, Abid

AU - Vatrapu, Ravi

AU - Kärkkäinen, Hannu

AU - Huhtamäki, Jukka

N1 - Conference code: 49

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N2 - 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.

AB - 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.

U2 - 10.1109/HICSS.2016.559

DO - 10.1109/HICSS.2016.559

M3 - Article in proceedings

SN - 9781479983896

T3 - Proceedings of the Annual Hawaii International Conference on System Sciences

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BT - Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)

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A2 - Bui, Tung X.

PB - IEEE

CY - Los Alamitos, CA

Y2 - 5 January 2016 through 8 January 2016

ER -

Jussila J, Menon K, Mukkamala RR, Lasrado LA, Hussain A , Vatrapu R et al. Crowdfunding in the Development of Social Media Fanbase: Case Study of Two Competing Ecosystems. In Sprague RH, Bui TX, editors, Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016). Los Alamitos, CA: IEEE. 2016. p. 4495-4504. 7427745. (Proceedings of the Annual Hawaii International Conference on System Sciences). doi: 10.1109/HICSS.2016.559