Social media and the bottom of the pyramid: a systematic literature review and future research agenda

Jitender Kumar, Archit Vinod Tapar and Somraj Bhattacharjee

International Journal of Emerging Markets, 2023, vol. 20, issue 2, 805-862

Abstract: Purpose - The study aims to present a systematic literature review (SLR) to understand the current status of research on social media usage among the bottom of the pyramid (BOP). The purpose of this study is to identify the research gaps in this domain and review future research agendas by using theory, context, characteristics and methods [TCCM] framework. Design/methodology/approach - An SLR, keywords co-occurrence and TCCM analysis were used to analyse and synthesize insights from 44 studies gained from Web of Science and Scopus databases. Findings - The findings suggest that the USA and India are popular contexts for studying BOP. The BOP population uses social media to gain utilitarian, hedonic and social values. Further, social media can help BOP explore “entrepreneurship” opportunities, value co-creation and bring innovations. Originality/value - This study expands the intellectual boundaries of social media at BOP and suggests multidisciplinary research. Additionally, adopting novel theoretical lenses helped determine social media's impact on BOP.

Keywords: Social media; Bottom of Pyramid; Systematic literature review; TCCM framework (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ijoemp:ijoem-08-2022-1340

DOI: 10.1108/IJOEM-08-2022-1340

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