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Legitimizing non-innovative and radically innovative products and services on crowdfunding platforms

  • Whether reward crowdfunding backers perceive a product or service as legitimate depends on many factors, including its innovativeness. However, studies offer conflicting results on how different levels of innovativeness influence perceived legitimacy. Some report that less innovative and only incrementally innovative products and services suffer from legitimacy challenges. Other research indicates that incrementally innovative products or services might be the most legitimate cases, at least as long as they are not receiving additional endorsements. Endorsements, such as strategic alliance partners, professional investors, or media coverage, may change whether or not lower levels of innovativeness threaten legitimacy in the eyes of the crowd. Using a vignette study approach with a sample of people experienced with crowdfunding investments, this study tests, first, how innovativeness affects legitimacy and, second, how external endorsements influence what level of innovativeness is most legitimate. The analyses reveal that withoutWhether reward crowdfunding backers perceive a product or service as legitimate depends on many factors, including its innovativeness. However, studies offer conflicting results on how different levels of innovativeness influence perceived legitimacy. Some report that less innovative and only incrementally innovative products and services suffer from legitimacy challenges. Other research indicates that incrementally innovative products or services might be the most legitimate cases, at least as long as they are not receiving additional endorsements. Endorsements, such as strategic alliance partners, professional investors, or media coverage, may change whether or not lower levels of innovativeness threaten legitimacy in the eyes of the crowd. Using a vignette study approach with a sample of people experienced with crowdfunding investments, this study tests, first, how innovativeness affects legitimacy and, second, how external endorsements influence what level of innovativeness is most legitimate. The analyses reveal that without additional external endorsements, incrementally innovative products and services are most legitimate, while radically innovative ones just slightly outperform non-innovative ones. Results also reveal that threats to legitimacy posed by non-innovativeness and radical innovativeness can be buffered. However, not all three external endorsements display the same effects. Media coverage seems to help everyone, but it helps those who are already legitimate the most. The slightly negative effect of additional legitimacy through alliances and investors for incrementally innovative products is surprising but might be explained by redundant legitimacy.show moreshow less

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Metadaten
Author: Diemo UrbigORCiD, Kazem Mochkabadi
ISBN:978-605-71739-6-6
Title of the source (English):46th EBES Conference, Rome, Italy, January 10-12, 2024 : Program and Abstract Book
Publisher:EBES Publications
Document Type:Conference publication peer-reviewed
Language:English
Year of publication:2024
Tag:Crowdfunding; Endorsements; Entrepreneurship; Legitimacy
First Page:S. 94
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere empirische Unternehmensforschung und Transformation
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