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Pledging to the Crowd: A Study on Value Constellations within the Crowdfunding Industry
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research: In recent years the concept of crowdfunding, fundraising through social communities, has risen as an alternative for launching new creations and projects. The aim of this study was to explore the non-financial aspects of how interactive value is created through the social networks on a reward-based crowdfunding platform. This was done through investigating how creators on Kickstarter perceive value, approaching the social network from three different levels: the context, structure and practices. This study had a qualitative approach and 13 interviews were performed with key actors on the crowdfunding platform. A secondary study was performed gathering information about Kickstarter through their website.

Findings: The result of this study suggests that there are non-financial benefits of being connected with an innovation network. The findings further indicate that the creators are utilizing the digital platforms to gain attention from the crowd and to connect with other networks. The study concludes that collective value is created through interactions on the crowdfunding platform. Further, the general attitude of authenticity within the crowdfunding context implies that the creators’ personal values and motives might play role for the rate success rates of new ventures. 

Place, publisher, year, edition, pages
2015. , 37 p.
Keyword [en]
crowdfunding, social network, interactive value creation, innovation network, non- financial values, multifaceted relationships
National Category
Business Administration
URN: urn:nbn:se:uu:diva-243151OAI: oai:DiVA.org:uu-243151DiVA: diva2:786194
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Available from: 2015-02-09 Created: 2015-02-04 Last updated: 2015-02-09Bibliographically approved

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