“…In crowdfunding campaigns, backers play multiple roles; they can be seen as co-investors, co-founders, co-creators and co-producers of new market propositions (Agrawal and Rahman, 2015; Ordanini et al., 2011). Thus far, extant literature has identified four main types of crowdfunding: donations-based, rewards-based, lending and equity crowdfunding (Kuti and Madarász, 2014). Donations and rewards-based are forms of non-financial crowdfunding campaigns in which funders either expect no return or receive a non-monetary reward, while lending and equity crowdfunding represent investment opportunities leading to financial returns for the backers.…”