金字塔底层的价值共同创造与社交媒体

IF 8 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Sheshadri Chatterjee, B. Nguyen
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引用次数: 49

摘要

本研究的目的是研究金字塔底部(BOP)使用社交媒体的价值共同创造,并调查年龄、性别和同伴影响对其的影响。设计/方法/方法BOP方法通过让低收入生产者和消费者共同创造价值的方式提供可持续的利润。在本研究中,BOP方法在商业环境中的重点是在BOP层面上建立不同利益相关者之间的共同创造。在文献综述和相关理论的帮助下,建立了一个概念模型。通过对314名可用受访者的调查,对该模型进行了统计验证。研究结果本研究的重点是不同问题的影响,如年龄,性别和同龄人的影响,涉及共同创造活动的BOP部分的消费者。研究发现,在共同创造价值的背景下,与同龄人的影响相比,BOP群体的人更强调社交媒体的使用。研究局限/启示防喷器co -creation是一种新方法。这项研究是一项独特的研究,它确定了性别、年龄和同侪对BOP水平消费者对共同创造活动的影响。该研究还强调了社交媒体对BOP消费者共同创造价值的影响。该模型与本研究的发现一起发展,为该领域的整体知识体系做出了贡献,具有更广泛的理论和社会意义。实践意义本研究提出的模型可以帮助组织了解年龄、性别、同伴影响对BOP使用社交媒体的价值共同创造活动的影响。本研究可协助参与防喷器共同创造的组织管理者,制定适当的策略,与防喷器顾客互动。最后,本研究可以激励顾客重视共同创造和参与组织。独创性/价值本研究主要确定了年龄、性别和同伴影响对BOP细分消费者的影响,并参与了不同的共同创造活动。这项研究主要是在新兴经济体印度进行的。这些研究都没有在新兴市场进行过。因此,这项研究声称具有其独特性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Value co-creation and social media at bottom of pyramid (BOP)
Purpose The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and peer influence. Design/methodology/approach A BOP approach provides sustainable profits by involving low-income producers and consumers by way of co-creating values. The focus of the BOP approach in the business environment in this study is to establish co-creation among the different stakeholders at the BOP level. With the help of a literature review and related theories, a conceptual model has been developed. The model has been tested statistically for validation using a survey by considering 314 usable respondents. Findings This study has focused on the impact of different issues such as age, gender and peer influence concerning the consumers at BOP segments involving in co-creation activities. The study finds that people at BOP segments emphasize more social media usage compared to the influence of peers in the context of co-creating values. Research limitations/implications Co-creation at BOP is a new approach. This study is unique research where it identifies the impact of gender, age and peer influence at the BOP level consumers for co-creation activities. The study also highlights the influence of social media on BOP consumers for co-creating values. The model so developed along with the findings of this study contribute to the overall body of knowledge in this area which has a wider theoretical and social implication. Practical implications The proposed model in this study can help organizations to understand the impact of age, gender, peer influence on value co-creation activities at BOP using social media. This study can help managers of the organizations involved in co-creation at BOP to formulate an appropriate strategy to get engaged with the customers at BOP. Finally, this study can motivate customers to value co-creating and engaging with organizations. Originality/value This study has primarily identified the impact of age, gender and peer influence for the consumers at BOP segments and is involved in different co-creation activities. The study has been mainly conducted in India, an emerging economy. None of such studies has been conducted in the emerging markets. Thus, this study claims to have possessed its uniqueness.
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来源期刊
Bottom Line
Bottom Line INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
9.90
自引率
12.20%
发文量
7
期刊介绍: Because The Bottom Line: Managing Library Finances is written and edited by well respected figures from the librarian community - you can be assured the topics covered will be particularly relevant to you and your library.
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