Chatterjee, Sheshadri; Nguyen, Bang - In: The Bottom Line 34 (2021) 2, pp. 101-123
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...