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Bring the Noize: Syndicate and Role-Identity Co-Creation During Crowdfunding

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  • Denis Frydrych
  • Adam J. Bock

Abstract

This study reports the first multi-year, longitudinal crowdfunding case study. We use multiple data sources to explore micro-processes before, during, and after a crowdfunding campaign. We focus on the entrepreneur’s experience to generate micro- and meso-level theories about a crowdfunding process. A crowdfunding campaign is more than the sum of platform and site characteristics. Entrepreneurial behavior, informed by role-identity development, drives campaign outcomes. Role-identity may be fluid as the entrepreneur strives to generate a campaign syndicate. We propose three strategies for syndicate-based identity formation. The results significantly extend knowledge on the crowdfunding process by revealing the unique activities and choices during role-identity adaptation. Entrepreneurs planning crowdfunding campaigns should recognize the importance of role-identity in the formation of a syndicate that will support the campaign. An external website accompanies this article to make the extensive case data transparent and accessible.

Suggested Citation

  • Denis Frydrych & Adam J. Bock, 2018. "Bring the Noize: Syndicate and Role-Identity Co-Creation During Crowdfunding," SAGE Open, , vol. 8(4), pages 21582440188, October.
    • Handle: RePEc:sae:sagope:v:8:y:2018:i:4:p:2158244018805808
    DOI: 10.1177/2158244018805808
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    References listed on IDEAS

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    2. Myung Ja Kim & C. Michael Hall, 2019. "Can Co-Creation and Crowdfunding Types Predict Funder Behavior? An Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 11(24), pages 1-23, December.

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