Crowdfunding Platforms as a Bellwether for Product Market Success

Heeseung Lee, Likoebe Maruping

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


The information systems (IS) literature has developed a cumulative literature on the factors underlying successful crowdfunding campaigns. Leading a successful crowdfunding campaign is not an end in itself, but a means to get a product to market. An emerging literature is beginning to explore a shift in the broader role of crowdfunding platforms from capital raising to aggregating market demand information for product innovations. However, our understanding of this role is incomplete in consequential ways. We leverage two views of crowdfunders as evaluators of new venture product innovations—one that views them as aggregators of demand information and another that views them as a novelty-seeking segment of the broader market. Based on evidence from Kickstarter and Amazon data we find a significant informational link between crowdfunding patterns and broader product market success. Product novelty is a boundary condition that can attenuate this link. The findings shed light on an emerging and broader role for crowdfunding platforms.
Original languageEnglish
Title of host publicationAcademy of Management Proceedings 2022
EditorsSonia Taneja
PublisherAcademy of Management
Publication statusPublished - 1 Aug 2022
Event82nd Annual Meeting of the Academy of Management, AOM 2022: Creating a Better World Together - Hybrid, Seattle, Washington, United States
Duration: 5 Aug 20229 Aug 2022 (Conference website) (Conference proceedings)

Publication series

NameAcademy of Management Proceedings
ISSN (Print)0065-0668
ISSN (Electronic)2151-6561


Conference82nd Annual Meeting of the Academy of Management, AOM 2022
Country/TerritoryUnited States
CitySeattle, Washington
Internet address


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