Abstract

A unique aspect of crowdfunding that has received limited scholarly attention is the social comparison and learning that occurs among project creators. Given that crowdfunding has surpassed $16 billion (Massolution, 2015) and there are now more than six years of archived Kickstarter activity, it is reasonable to expect that social comparison will take place in order to minimize ambiguity and perceived risk of the endeavor (Festinger, 1954; Wooten & Reed, 1998). Through this act of comparison a tendency to behave similarly will occur (Chartrand & Bargh, 1999), and that this tendency will manifest in the form of plagiarism. We explore the direct and indirect relationships of community engagement, plagiarism and funding outcomes.

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