Every Crowd Has a Silver Lining: Consuming in Crowds As Micro-Organization Strategy For Social Change

Maíra Lopes, Stockholm Business School, Stockholm University
Mikael Andéhn, Aalto University School of Business, Aalto University
Anna Felicia Ehnhage , Stockholm Business School, Stockholm University
Crowdfunding can be taken to represent a shift from consumption as individual to collective engagement in consumption. Approaching participation in crowdfunding projects through the lens of crowd-level agency, crowdfunding engagement is explored as a potential for constructive countervailing action on the market by using the example of a civic crowdfunding project.
[ to cite ]:
Maíra Lopes, Mikael Andéhn, and Anna Felicia Ehnhage (2015) ,"Every Crowd Has a Silver Lining: Consuming in Crowds As Micro-Organization Strategy For Social Change", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 787-787.