Jumping the Fence: How Consumer Sentiment on Social Media Changes after Crowdfunding

Seán Nevin, Rob Gleasure, Philip O'Reilly, Joseph Feller, Shanping Li, Jerry Cristoforo

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

Abstract

Crowdfunding has helped thousands of entrepreneurs to finance their innovative products by engaging with large numbers of potential investors. The most effective way for fundraisers to engage with potential backers, is through social media. If used in the right way, social media can enable fundraisers to raise awareness of their campaign, engage with potential investors, and will ultimately have a positive impact on a crowdfunding campaign. Through social media, fundraisers are able to gauge how the public feels about their product or company, which is the main focus of this study. This study brings together research around organisational and marketing image, suggesting that as consumers invest, they move from external consumers to investors that are within the boundary of the company. This brings into question whether consumer sentiment towards the company changes after fundraising, as they become stakeholders. Thus, we use social media to investigate the public sentiment towards a company during different stages of their equity crowdfunding campaign.

Original languageEnglish
Title of host publicationProceedings of the 5th European Conference on Social Media, ECSM 2018
EditorsVincent Cunnane, Niall Corcoran
Number of pages3
Place of PublicationReading
PublisherAcademic Conferences and Publishing International
Publication date2018
Pages476-478
ISBN (Print)9781911218838
ISBN (Electronic)9781911218845
Publication statusPublished - 2018
Externally publishedYes
Event5th European Conference on Social Media. ECSM 2018 - Limerick University of Technology, Limerick, Ireland
Duration: 21 Jun 201822 Jun 2018
Conference number: 5
https://www.academic-conferences.org/

Conference

Conference5th European Conference on Social Media. ECSM 2018
Number5
LocationLimerick University of Technology
CountryIreland
CityLimerick
Period21/06/201822/06/2018
Internet address

Bibliographical note

CBS Library does not have access to the material

Keywords

  • Equity crowdfunding
  • Sentiment analysis
  • Public image
  • Social media

Cite this

Nevin, S., Gleasure, R., O'Reilly, P., Feller, J., Li, S., & Cristoforo, J. (2018). Jumping the Fence: How Consumer Sentiment on Social Media Changes after Crowdfunding. In V. Cunnane, & N. Corcoran (Eds.), Proceedings of the 5th European Conference on Social Media, ECSM 2018 (pp. 476-478). Reading: Academic Conferences and Publishing International.