Crowdfunding and new trends in consumer behaviour

- Joanna Pieniążek

This paper discusses social funding and how it affects consumer behaviour.  Crowdfunding contributes to the support and development of interesting products and services. Consumers have become not only the recipients but also co-creators of new products.The changes also apply to the consumption model.So far, the customer has received product already formed by the manufacturers. Now, the customer may pre-order the product via a crowdfunding site, by financially supporting the manufacturing process of the product. Online community which the consumer belongs to has the power to market the products which might never be created or would be created after a long period of time. It may also have influence on their appearance and functionality. The purpose of this article is to present the phenomenon of crowdfunding and an attempt at defining consumer attitudes related to the new model of funding, promotion and sale of products online.The article provides an overview of the literature on the subject and an analysis of selected crowdfunding sites.

Joanna Pieniążek, MSc., Institute of Aviation, Poland – M.Sc., graduate in journalism at the University of Warsaw. She completed postgraduate studies in Internet marketing at the Warsaw School of Economics and language editing at the University of Warsaw. Since 2014 she has worked in the marketing department of the Institute of Aviation as a e-marketing specialist. She runs a website and social media profiles. She is also responsible for internal communication.

DOI: 10.14611/minib.12.02.2014.10

Contact:  Joanna.Pieniazek(at)

MINIB, 2014, Vol. 12, Issue 2

Resize of Open_Access_logo_PLoS_white  Available in Open Access.




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