Relationerna mellan delägare och bolag finansierade genom equity crowdfunding : en studie om makt, identitet och lojalitet

Sammanfattning: Equity crowdfunding is a modern way for a company to finance their business. We have in this qualitative study aimed at increasing the comprehension for the relations between shareholders and companies financed through equity crowdfunding. The empirical content has been gathered through unstructured interview with representatives from companies, shareholders and industry experts. Our theory has mainly been focused on power, identity and loyalty. The interpretation and discussion of our empirical content ended up explaining the consequences of the theoretical themes we studied. We could from these themes conclude that all shareholders can through communication have great influence on the company and the identification among shareholders can be used to build loyalty. We also came to the conclusion that companies can benefit from shareholders identifying themselves with the company.