Background: Crowdfunding is a new form of financing that has gained popularity among entrepreneurs seeking to fund innovative and creative projects. It involves collecting small amounts of money from a large number of potential backers through specialised websites. Crowdfunding has the potential to democratize access to capital, facilitate market validation, foster community engagement, and drive social impact, making it a powerful tool for innovation, economic growth, and positive change. The success of a crowdfunding campaign is influenced by the number of backers, the degree of interaction and engagement between creators and backers, as well as effective communication and engagement strategies. This study focuses on Customer Engagement, Service-Dominant (S-D) logic, and Value Co-Creation in the context of tabletop Kickstarter campaigns, since the platform has become a popular destination for game designers to fund their projects.

Research Purpose: The development of an in-depth understanding of the role of customer engagement and co-creation of value in crowdfunding campaigns on Kickstarter. 

Research Problem: The existing literature on crowdfunding success has explored various factors, but there is a lack of understanding regarding the evolving nature of customer engagement. While the concepts of value co-creation and interactive experiences in marketing relationships offer a foundation, further research is required to gain a comprehensive understanding of how customer engagement and co-creation affect both successful and less-studied unsuccessful campaigns. Further exploration of this topic is necessary due to the challenges faced in crowdfunding entrepreneurial development, such as engaging communities in co-creation activities in dynamic online environments. 

Research Question:  How do customer engagement and co-creation impact crowdfunding campaigns on Kickstarter? 

Method: Research Philosophy – Constructivism Paradigm; Methodology – Multiple-case Study Approach; Data Collection – 6 Semi-structured Interviews (with the inclusion of both successful and unsuccessful campaigns); Data Analysis – Thematic Analysis (using Abductive Approach with Cross-case Analysis); 

Conclusion: To increase the likelihood of success, creators must carefully plan and execute their campaigns while taking into account the principles of Service-Dominant logic. This involves co-creating value with customers, engaging with them through feedback efforts, and demonstrating organizational competence. By following these principles, creators can increase the likelihood of success and create a positive experience for their backers.