Connecting BOP consumers and retailers: What drives small-time retailing through social media?

Abstract

Social media has emerged as an all-inclusive technology with the potential to integrate with the Bottom of the Pyramid (BOP) consumers to provide manifold benefits, ranging from education to retailing. Though the presence of BOP on social media has increased lately, the desired level of adoption by BOP consumers is still far from reality. There is a need to understand what motivates BOP consumers, primarily engaged in small-time retailing (STR), to adopt social media in their daily lives and for what purposes. Using the Gioia method and grounded theory approach, the study interviewed 52 BOP participants to investigate the motivational themes that drive them towards social media adoption. The mined themes were found to align with the Uses and Gratification 2.0 (UGT 2.0) theory, which were classified into four sub-elements of UGT 2.0: agency, modality, navigability, and interactivity. The classification provides interesting insights into what gratifies the BOP consumer to adopt social media as a tool for self-expression and growth. The study provides theoretical and practical insights for academicians and industry to better understand why BOP consumers engaged in STR adopt social media.