Jumping the Fence: How consumer sentiment on social media changes after crowdfunding

Sen Nevin; Rob Gleasure; Philip O'Reilly; Joseph Feller; Shanping Li; Jerry Cristoforo

Jumping the Fence: How consumer sentiment on social media changes after crowdfunding

Sen Nevin
, Rob Gleasure
, Philip O'Reilly
, Joseph Feller
, Shanping Li
, Jerry Cristoforo

Cork University Business School

Zhejiang University
State Street Corporation

Research output: Chapter in Book/Report/Conference proceedings › Conference proceeding › peer-review

Abstract

Crowdfunding has helped thousands of entrepreneurs to finance their innovative products by engaging with large numbers of potential investors. The most effective way for fundraisers to engage with potential backers, is through social media. If used in the right way, social media can enable fundraisers to raise awareness of their campaign, engage with potential investors, and will ultimately have a positive impact on a crowdfunding campaign. Through social media, fundraisers are able to gauge how the public feels about their product or company, which is the main focus of this study. This study brings together research around organisational and marketing image, suggesting that as consumers invest, they move from external consumers to investors that are within the boundary of the company. This brings into question whether consumer sentiment towards the company changes after fundraising, as they become stakeholders. Thus, we use social media to investigate the public sentiment towards a company during different stages of their equity crowdfunding campaign.

Original language	English
Title of host publication	Proceedings of the 5th European Conference on Social Media, ECSM 2018
Editors	Niall Corcoran, Vincent Cunnane
Publisher	Academic Conferences and Publishing International Limited
Pages	476-478
Number of pages	3
ISBN (Electronic)	9781911218838
Publication status	Published - 2018
Event	5th European Conference on Social Media, ECSM 2018 - Limerick, Ireland Duration: 21 Jun 2018 → 22 Jun 2018

Publication series

Name	Proceedings of the 5th European Conference on Social Media, ECSM 2018

Conference

Conference	5th European Conference on Social Media, ECSM 2018
Country/Territory	Ireland
City	Limerick
Period	21/06/18 → 22/06/18

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure

Keywords

Equity Crowdfunding
Public Image
Sentiment Analysis
Social Media

Cite this

Nevin, S., Gleasure, R., O'Reilly, P., Feller, J., Li, S., & Cristoforo, J. (2018). Jumping the Fence: How consumer sentiment on social media changes after crowdfunding. In N. Corcoran, & V. Cunnane (Eds.), Proceedings of the 5th European Conference on Social Media, ECSM 2018 (pp. 476-478). (Proceedings of the 5th European Conference on Social Media, ECSM 2018). Academic Conferences and Publishing International Limited.

Nevin, Sen ; Gleasure, Rob ; O'Reilly, Philip et al. / Jumping the Fence : How consumer sentiment on social media changes after crowdfunding. Proceedings of the 5th European Conference on Social Media, ECSM 2018. editor / Niall Corcoran ; Vincent Cunnane. Academic Conferences and Publishing International Limited, 2018. pp. 476-478 (Proceedings of the 5th European Conference on Social Media, ECSM 2018).

@inproceedings{cda9ba92a6d345a99681e33dd1a20e5b,

title = "Jumping the Fence: How consumer sentiment on social media changes after crowdfunding",

abstract = "Crowdfunding has helped thousands of entrepreneurs to finance their innovative products by engaging with large numbers of potential investors. The most effective way for fundraisers to engage with potential backers, is through social media. If used in the right way, social media can enable fundraisers to raise awareness of their campaign, engage with potential investors, and will ultimately have a positive impact on a crowdfunding campaign. Through social media, fundraisers are able to gauge how the public feels about their product or company, which is the main focus of this study. This study brings together research around organisational and marketing image, suggesting that as consumers invest, they move from external consumers to investors that are within the boundary of the company. This brings into question whether consumer sentiment towards the company changes after fundraising, as they become stakeholders. Thus, we use social media to investigate the public sentiment towards a company during different stages of their equity crowdfunding campaign.",

keywords = "Equity Crowdfunding, Public Image, Sentiment Analysis, Social Media",

author = "Sen Nevin and Rob Gleasure and Philip O'Reilly and Joseph Feller and Shanping Li and Jerry Cristoforo",

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series = "Proceedings of the 5th European Conference on Social Media, ECSM 2018",

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}

Nevin, S, Gleasure, R, O'Reilly, P , Feller, J, Li, S & Cristoforo, J 2018, Jumping the Fence: How consumer sentiment on social media changes after crowdfunding. in N Corcoran & V Cunnane (eds), Proceedings of the 5th European Conference on Social Media, ECSM 2018. Proceedings of the 5th European Conference on Social Media, ECSM 2018, Academic Conferences and Publishing International Limited, pp. 476-478, 5th European Conference on Social Media, ECSM 2018, Limerick, Ireland, 21/06/18.

Jumping the Fence: How consumer sentiment on social media changes after crowdfunding. / Nevin, Sen; Gleasure, Rob; O'Reilly, Philip et al.
Proceedings of the 5th European Conference on Social Media, ECSM 2018. ed. / Niall Corcoran; Vincent Cunnane. Academic Conferences and Publishing International Limited, 2018. p. 476-478 (Proceedings of the 5th European Conference on Social Media, ECSM 2018).

Research output: Chapter in Book/Report/Conference proceedings › Conference proceeding › peer-review

TY - GEN

T1 - Jumping the Fence

T2 - 5th European Conference on Social Media, ECSM 2018

AU - Nevin, Sen

AU - Gleasure, Rob

AU - O'Reilly, Philip

AU - Feller, Joseph

AU - Li, Shanping

AU - Cristoforo, Jerry

PY - 2018

Y1 - 2018

N2 - Crowdfunding has helped thousands of entrepreneurs to finance their innovative products by engaging with large numbers of potential investors. The most effective way for fundraisers to engage with potential backers, is through social media. If used in the right way, social media can enable fundraisers to raise awareness of their campaign, engage with potential investors, and will ultimately have a positive impact on a crowdfunding campaign. Through social media, fundraisers are able to gauge how the public feels about their product or company, which is the main focus of this study. This study brings together research around organisational and marketing image, suggesting that as consumers invest, they move from external consumers to investors that are within the boundary of the company. This brings into question whether consumer sentiment towards the company changes after fundraising, as they become stakeholders. Thus, we use social media to investigate the public sentiment towards a company during different stages of their equity crowdfunding campaign.

AB - Crowdfunding has helped thousands of entrepreneurs to finance their innovative products by engaging with large numbers of potential investors. The most effective way for fundraisers to engage with potential backers, is through social media. If used in the right way, social media can enable fundraisers to raise awareness of their campaign, engage with potential investors, and will ultimately have a positive impact on a crowdfunding campaign. Through social media, fundraisers are able to gauge how the public feels about their product or company, which is the main focus of this study. This study brings together research around organisational and marketing image, suggesting that as consumers invest, they move from external consumers to investors that are within the boundary of the company. This brings into question whether consumer sentiment towards the company changes after fundraising, as they become stakeholders. Thus, we use social media to investigate the public sentiment towards a company during different stages of their equity crowdfunding campaign.

KW - Equity Crowdfunding

KW - Public Image

KW - Sentiment Analysis

KW - Social Media

UR - https://www.scopus.com/pages/publications/85064685370

M3 - Conference proceeding

AN - SCOPUS:85064685370

T3 - Proceedings of the 5th European Conference on Social Media, ECSM 2018

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BT - Proceedings of the 5th European Conference on Social Media, ECSM 2018

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Nevin S, Gleasure R, O'Reilly P , Feller J, Li S, Cristoforo J. Jumping the Fence: How consumer sentiment on social media changes after crowdfunding. In Corcoran N, Cunnane V, editors, Proceedings of the 5th European Conference on Social Media, ECSM 2018. Academic Conferences and Publishing International Limited. 2018. p. 476-478. (Proceedings of the 5th European Conference on Social Media, ECSM 2018).

Jumping the Fence: How consumer sentiment on social media changes after crowdfunding

Abstract

Publication series

Conference

UN SDGs

Keywords

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