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

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


    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 languageEnglish
    Title of host publicationProceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
    EditorsRalph H. Sprague, Tung X. Bui
    Number of pages10
    Place of PublicationLos Alamitos, CA
    Publication date2016
    Article number7427745
    ISBN (Print)9781479983896
    ISBN (Electronic)9780769556703
    Publication statusPublished - 2016
    Event49th Annual Hawaii International Conference on System Sciences, HICSS 2016 - Kauai, Hawaii, United States
    Duration: 5 Jan 20168 Jan 2016
    Conference number: 49


    Conference49th Annual Hawaii International Conference on System Sciences, HICSS 2016
    Country/TerritoryUnited States
    CityKauai, Hawaii
    Internet address
    SeriesProceedings of the Annual Hawaii International Conference on System Sciences

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