Abstract

In this study, we extend arguments based in social and resource exchange theory (Blau 1964; Cook et al. 2013; Cropanzano and Mitchell 2005; Foa and Foa 1980; Homans 1961; Molm 1997) to explore the antecedents of economic and social exchange on reward-based crowdfunding platforms. Specifically, we explore how different types of rewards clusters (universalistic versus particularistic and concrete versus symbolic) influence both the amount of general and donated funds raised by campaigns. The collective efforts of backers to support campaigns simultaneously through economic and social exchanges raise important questions about the nature of exchange relationships among project creators and backers.

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