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Crowdfunding in the development of social media fanbase – case study of two competing ecosystems

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Yksityiskohdat

AlkuperäiskieliEnglanti
Otsikko2016 49th Hawaii International Conference on System Sciences (HICSS)
JulkaisupaikkaHawaii, USA
KustantajaIEEE Computer Society
Sivut4495-4504
ISBN (elektroninen)978-0-7695-5670-3
DOI - pysyväislinkit
TilaJulkaistu - 5 tammikuuta 2016
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisussa
TapahtumaAnnual Hawaii International Conference on System Sciences -
Kesto: 21 huhtikuuta 2016 → …

Julkaisusarja

NimiHICSS 2016
KustantajaIEEE Computer Society
Vuosikerta16
ISSN (painettu)1530-1605
ISSN (elektroninen)1530-1605

Conference

ConferenceAnnual Hawaii International Conference on System Sciences
Ajanjakso21/04/16 → …

Tiivistelmä

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.

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