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Making-the-Product-Happen: A Driver of Crowdfunding Participation

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  • Zvilichovsky, David
  • Danziger, Shai
  • Steinhart, Yael

Abstract

Crowdfunding campaigns, where entrepreneurs seek consumer funding to develop new products, foster dynamics that go beyond traditional seller–buyer transactions. This research studies how consumers increase their participation when they believe their contribution is pivotal to product creation. Utilizing controlled experiments we find that making-the-product-happen motivates participation above and beyond the desire to help the entrepreneurs. Moreover, we show how this motivation, which increases when an all-or-nothing campaign is drawing to a close and its financing target is within reach, is driven by future product availability. Furthermore, we identify conditions where making-it-happen dominates herding and an increase in the backing actions of others decreases one's willingness to back. Lastly, consistent with the notion that individual backers can determine campaign success, an analysis of over 200,000 Kickstarter projects shows that 33% of all successful campaigns hinge on the marginal support of no more than three average backers.

Suggested Citation

  • Zvilichovsky, David & Danziger, Shai & Steinhart, Yael, 2018. "Making-the-Product-Happen: A Driver of Crowdfunding Participation," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 81-93.
    • Handle: RePEc:eee:joinma:v:41:y:2018:i:c:p:81-93
    DOI: 10.1016/j.intmar.2017.10.002
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    2. Soo-kyoung Ahn, 2020. "Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea," Sustainability, MDPI, vol. 12(18), pages 1-20, September.
    3. Xiang Yuan & Luyao Wang & Xicheng Yin & Hongwei Wang, 2021. "How text sentiment moderates the impact of motivational cues on crowdfunding campaigns," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 7(1), pages 1-26, December.
    4. Bitterl, Sally & Schreier, Martin, 2018. "When consumers become project backers: The psychological consequences of participation in crowdfunding," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 673-685.
    5. Boudreau, Kevin J. & Jeppesen, Lars Bo & Reichstein, Toke & Rullani, Francesco, 2021. "Crowdfunding as Donations to Entrepreneurial Firms," Research Policy, Elsevier, vol. 50(7).
    6. Claire van Teunenbroek & René Bekkers, 2020. "Follow the crowd: Social information and crowdfunding donations in a large field experiment," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    7. Rotem Shneor & Urszula Mrzygłód & Joanna Adamska-Mieruszewska & Anna Fornalska-Skurczyńska, 2022. "The role of social trust in reward crowdfunding campaigns’ design and success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1103-1118, September.
    8. Nesij Huvaj, M. & Darmody, Aron & Smith, Robert S., 2023. "Psychological ownership and disownership in reward-based crowdfunding," Journal of Business Research, Elsevier, vol. 158(C).
    9. Bender, Mark & Gal-Or, Esther & Geylani, Tansev, 2019. "Crowdfunding As a Vehicle for Raising Capital and for Price Discrimination," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 1-19.
    10. BELLEFLAMME Paul, & LAMBERT Thomas, & SCHWIENBACHER Armin,, 2019. "Crowdfunding dynamics," LIDAM Discussion Papers CORE 2019014, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    11. Alsagr, Naif & Cumming, Douglas J. & Davis, Justin G. & Sewaid, Ahmed, 2023. "Geopolitical risk and crowdfunding performance," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 85(C).
    12. Chen, Yuting & Zhang, Rong & Liu, Bin, 2022. "New product financing decision: Crowdfunding, bank or supply chain?," International Journal of Production Economics, Elsevier, vol. 249(C).
    13. Steven S. Lui & Zhijing Zhu & Jinjing Liu, 2023. "Success of Crowdfunding: A Trustworthiness Perspective," Asia Pacific Journal of Management, Springer, vol. 40(2), pages 681-706, June.
    14. Nikolaus Lipusch & Dominik Dellermann & Ulrich Bretschneider & Philipp Ebel & Jan Marco Leimeister, 2020. "Designing for Crowdfunding Co-creation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 62(6), pages 483-499, December.
    15. Kalanit Efrat & Shaked Gilboa, 2020. "Relationship approach to crowdfunding: how creators and supporters interaction enhances projects’ success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 899-911, December.
    16. Praveen Kumar & Nisan Langberg & David Zvilichovsky, 2020. "Crowdfunding, Financing Constraints, and Real Effects," Management Science, INFORMS, vol. 66(8), pages 3561-3580, August.

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