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 proceedingConference contributionScientificpeer-review

    5 Citations (Scopus)
    410 Downloads (Pure)

    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 languageEnglish
    Title of host publication2016 49th Hawaii International Conference on System Sciences (HICSS)
    Place of PublicationHawaii, USA
    PublisherIEEE Computer Society
    Pages4495-4504
    ISBN (Electronic)978-0-7695-5670-3
    DOIs
    Publication statusPublished - 5 Jan 2016
    Publication typeA4 Article in conference proceedings
    EventAnnual Hawaii International Conference on System Sciences -
    Duration: 21 Apr 2016 → …

    Publication series

    NameHICSS 2016
    PublisherIEEE Computer Society
    Volume16
    ISSN (Print)1530-1605
    ISSN (Electronic)1530-1605

    Conference

    ConferenceAnnual Hawaii International Conference on System Sciences
    Period21/04/16 → …

    Keywords

    • Crowdfunding
    • Social Set Analysis
    • Social network analysis

    Publication forum classification

    • Publication forum level 1

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