‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding
This paper contributes to the research on hybrid economy as we study how tensions, resulting from co-existence of commercial and social systems of exchange and blurred boundaries between actors, are formulated and reinforced. Study illustrates how actors are trying to make sense of the hybrid context by splitting into subgroups.
Natalia Drozdova (2018) ,"‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 391-392.
Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway
NA - Advances in Consumer Research Volume 46 | 2018
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions
Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College