‘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.



Citation:

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.

Authors

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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