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Analysing the role of crowdfunding in entrepreneurial ecosystems: A social media event study of two competing product launches

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Details

Original languageEnglish
Pages (from-to)575–606
Number of pages32
JournalINTERNATIONAL JOURNAL OF ENTREPRENEURSHIP AND SMALL BUSINESS
Volume33
Issue number4
DOIs
Publication statusPublished - 21 Feb 2018
Publication typeA1 Journal article-refereed

Abstract

The aim of the explorative study is to understand the role of crowdfunding in the facilitation of customer engagement for entrepreneurial ecosystems, using data from two recent events of competing product launches. We conducted an event study that employed content analysis and emotion analysis, as well as social set analysis (SSA) of Facebook data to uncover and better understand crowdfunder (investor and customer) engagement and interactions before, during and after a crowdfunding campaign event. Our paper focuses especially on the role of Jollas tablet crowdfunding campaign in the development of its fanbase in relation with Nokias tablet launch during Slush 2014 event. On the basis of the above analyses and related literature, we present propositions about various types of engagement with the potential to facilitate the evolution of entrepreneurial ecosystems. We discuss the results, and evaluate the implications of crowdfunding on customer engagement for entrepreneurial ecosystems, and conclude with directions for future work. One of the key contributions of the study is the introduction of a new data source and approach for co-creative interaction between companies and their customers, as well as an approach to support the study of ecosystems from a customer perspective

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

Keywords

  • Crowdfunding, Ecosystems, Social Media, Social Big Data

Publication forum classification

Field of science, Statistics Finland

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