But as collaboration in crowdfundin

But as collaboration in crowdfunding projects is repeated through time, motivations also evolve. Thus, the previous personal relationship based on affective engagement is progressively blended with other kinds of engagement more oriented toward tastes and preferences, which could be considered as “weaker” ties and closer to the kind of interest more fitting to archetypical audiences. Thus, elements like rewards, content, or social issues exert a larger role once the backer becomes familiar with the system. These changes affect mainly motivations for collaborating and, consequently, point to other project information sources.Consequently, affective engagement, seen as the prime motivation to back cultural projects through crowdfunding, becomes just one more variable. This way, the relationship between promoters and backers become more diverse and more aligned with the one established between producers and audiences. As our online survey shows, this evolution, where affection and personal bonds are still present but to a lesser extent, is key toward maintaining a sustainable relationship through time.