Reward-Based Crowdfunding: the Roles of Funders

In different types of crowdfunding projects, the nature of relations between founders and funders can differ significantly. Our analysis of the Oculus Rift case demonstrates how funders negotiate their roles in a reward-based crowdfunding project as the project evolves from social towards commercial logic dominance.


Natalia Drozdova and Ingeborg Kleppe (2016) ,"Reward-Based Crowdfunding: the Roles of Funders", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 729-729.


Natalia Drozdova, Norwegian School of Economics, Norway
Ingeborg Kleppe, Norwegian School of Economics, Norway


NA - Advances in Consumer Research Volume 44 | 2016

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