Journal of Retailing and Consumer Services 77 (2024) 103679

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Connecting BOP consumers and retailers: What drives small-time retailing

through social media?
Jitender Kumar a, Gagan Katiyar a, Ankit Mehrotra b, *, Rekha Attri c, Sushant Kumar Vishnoi d
a
Birla Institute of Management Technology (BIMTECH), Greater Noida, India
b
Jaipuria Institute of Management, Lucknow, India
c
Jaipuria Institute of Management, Indore, India
d
Institute of Management Studies (IMS), Ghaziabad, India

A R T I C L E I N F O A B S T R A C T

Keywords: Social media has emerged as an all-inclusive technology with the potential to integrate with the Bottom of the
Bottom of the pyramid Pyramid (BOP) consumers to provide manifold benefits, ranging from education to retailing. Though the pres­
Grounded theory ence of BOP on social media has increased lately, the desired level of adoption by BOP consumers is still far from
Uses and gratification 2.0
reality. There is a need to understand what motivates BOP consumers, primarily engaged in small-time retailing
Small-time retailing
Social media
(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 aca­
demicians and industry to better understand why BOP consumers engaged in STR adopt social media.

1. Introduction satisfy their ambitions to consume branded products and, as a result,

attain social capital, acknowledgement, and acceptance (Islam et al.,
The Bottom of the Pyramid (BOP) is a lower-income group. The 2018; Mukherjee et al., 2020a; Pandey et al., 2022; Paruthi et al., 2023).
group is marked by a daily income ranging between USD 2–8 and an Social media has emerged as a vital communication and convenience
annual per capita income of less than USD 3000 (Parthiban et al., 2022). tool for information search and pleasure (Whiting and Williams, 2013;
With $5 trillion in annual consumption and assets exceeding $9 trillion, Yang and Li, 2013; Xiao et al., 2023; Yenkar and Sawarkar, 2020). It has
BOP represents around $2 billion of the informal economy (Pandey been observed that BOP consumers display a significant connection with
et al., 2022; Parthiban et al., 2022). The BOP is the largest and retailers, characterised by their loyalty and preference for a particular
fastest-growing market (Prahalad, 2012), thus making it an attractive shop (Gupta and Srivastav, 2016; Mukherjee et al., 2020a,b). Social
proposition for small-time retailers and big retailers (Purohit et al., media platforms can enhance this relationship (Kumar et al., 2023;
2021). Approaching the BOP segment is difficult due to poor connec­ Lonsdale and North, 2011). These platforms provide an interaction base
tivity and communication barriers (Ahmed, 2013; Parida and Sahney, for and with BOP consumers, fostering engagement and
2018), lack of necessary infrastructure (Parida and Sahney, 2018; Sadok, relationship-building (Kumar et al., 2023).
2021), poverty (Vishnoi et al., 2022), and lack of basic amenities (Kumar The retail sector at the Bottom of the Pyramid (BOP) has undergone a
et al., 2023; Thakur, 2015) making it difficult for companies to connect technological shift, adopting tools like digital payment (Hussain et al.,
and promote their business (Karnani, 2007). 2019; Mukherjee and Wood, 2021), mobile commerce (Zeba et al.,
However, technological advancements could eliminate these limi­ 2019), and digital commerce (Utami et al., 2021). This indicates that the
tations (Kumar et al., 2023; Pandey et al., 2022). BOP consumers, use of technology, including information and communication technol­
mainly engaged in small-time retailing, have adopted social media to ogy (ICT) and social media, has had a significant impact on retail at the

* Corresponding author.
E-mail addresses: [email protected] (J. Kumar), [email protected] (G. Katiyar), [email protected] (A. Mehrotra), rekha.
[email protected] (R. Attri), [email protected] (S.K. Vishnoi).

https://doi.org/10.1016/j.jretconser.2023.103679
Received 2 October 2023; Received in revised form 6 December 2023; Accepted 7 December 2023
Available online 16 December 2023
0969-6989/© 2023 Elsevier Ltd. All rights reserved.
J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

base of the pyramid (Islam and Rahman, 2016; Mukherjee and Wood, media and the BOP. Ultimately, the relationships between BOP retailers
2021). However, there is a lack of in-depth studies on how the retail and social media are complex and highly personalised; therefore, the
sector is influenced by the increased use of technology, especially con­ study explores the diverse and novel gratifications that arise from
cerning economically disadvantaged consumers (BOP) involved in STR leveraging social media by STR at BOP.
activities. Previous studies on the BOP have mostly concentrated on the Thus, based on the gaps extracted from the literature, the study as­
consumer aspect (Gebauer and Reynoso, 2013; Srivastava et al., 2020; sesses (RQ): What gratifications drive social media adoption among BOP
Pandey et al., 2022; Khandker, 2023; Kumar et al., 2023). Moreover, consumers? We employed qualitative analysis to study how gratifica­
these studies have specifically looked at the factors affecting the use of tions play a role in social media adoption at BOP for driving small-time
ICT (Pandey et al., 2022) and social media (Kumar et al., 2023) from the retailing through the data collected from 52 BOP interview participants.
consumer’s perspective. As far as the author is aware, there is a lack of The current article discusses the (presence or absence of) elements of
research on the factors influencing BOP customers engaged in STR to use gratification that promote or inhibit social media adoption at BOP. Using
technology such as social media. Therefore, our research aims to fill this an interpretative approach, the findings of this study add to the theo­
gap by conducting a qualitative investigation to explore a new aspect of retical and practical implications along with implications for BOP con­
the BOP. sumers engaged in STR by providing a new dimension on the adoption of
The studies on BOP majorly focused on the technological aspects of social media at BOP using UGT 2.0 theory.
adoption (Hussain et al., 2019; Purohit and Arora, 2021; Rahman et al., The paper is divided into the following sections. Section 2 discusses
2018) and lacked an assessment of the motivation and gratification to­ the literature followed by the method adopted in section 3. Section 4
wards the adoption of the technology at BOP (Hashim et al., 2015; Joo describes the results, which are discussed in section 5. The paper con­
and Sang, 2013; Thongsri et al., 2018). Retailers have specific prefer­ cludes with section 6, listing limitations and future research directions.
ences that impact their media selection (Boudkouss and Djelassi, 2021;
Alzaidi and Agag, 2022). These preferences encompass the platform’s 2. Background literature
design, content (Vinoi et al., 2024), and offered features (Xu, X., & Lee,
2020; Kumar et al., 2023). Social media can provide novel gratifications, 2.1. Social media
which can explain the usage of new media for BOP in its early phases of
adoption (Chatterjee and Nguyen, 2021; Kumar et al., 2023). BOP re­ Studies have defined social media “as a wide range of software ap­
tailers would actively seek out particular media that meet their re­ plications that allow many users to freely communicate and share con­
quirements and, eventually, satisfy them. Thus, similar to BOP tent with each other” (Appel et al., 2020; Leonardi et al., 2013; Oh et al.,
consumers (Kumar et al., 2023), retailers catering to BOP individuals 2014). Social media is used as a medium to promote communication
may possess diverse gratifications for leveraging social media (Srivas­ processes and bring people together through content sharing (Michae­
tava et al., 2020; Sharma and Gupta, 2021; van Niekerk et al., 2023). In lidou et al., 2011). Based on the various terminologies and definitions,
addition, BOP retailers may be attracted to specific social media plat­ social media has a broad range of applications, including YouTube,
forms due to their social connections. This suggests that the relations Facebook, wiki, blogs, Twitter, and Flickr, used to disseminate infor­
between BOP retailers and technology (social media) are multifarious mation and connect users in a digital environment (Moriuchi, 2021;
and can be personalised. Furthermore, these inclinations may evolve as Rambe and Nel, 2015). It also includes watching videos, chatting online,
technology evolves at the BOP. To overcome these challenges, it would commenting on posted content, sending and reading messages (Wang
be beneficial to define a new set of gratifications that emphasize how et al., 2023), information searching, and knowledge sharing (Baima
technologies fulfil users’ requirements and become the primary source et al., 2022; Kacker and Perrigot, 2016; Rambe and Nel, 2015). Social
of satisfaction for BOP retailers, which can be explained by the Uses and media allow people to update their status, generate content, and make
Gratifications 2.0 (Agarwal et al., 2023). Besides, our understanding of unique and updated profiles, related discussions, and live chat boxes
social media utilization is primarily influenced by social psychological (Carlson et al., 2019; Everson et al., 2013; Eid and Al-Jabri, 2016; Ellison
components (Yap and Gaur, 2016; Osei-Frimpong et al., 2022) rather et al., 2015; Kumar et al., 2022). Studies have shown that although BOP
than aspects linked to the medium itself. Considering this, we explore consumers are not technology savvy (Chatterjee and Nguyen, 2021),
the potential for technology (social media) to generate new forms of they still share their experiences and use them for entertainment pur­
gratifications, enhancing the dimensions, significance, and effectiveness poses; however, usage of social media at BOP is still in its infancy stage
of UGT 2.0 for (STR at BOP) research in understanding the use of new (Kumar et al., 2023). Table 1 includes multiple social media descriptions
media (social media) from its early phases and beyond. The insufficiency as provided in current academic literature.
of studies that explored the gratifications derived from technology
affordance at BOP drove us to undertake the current study wherein we Table 1
studied the adoption of social media at BOP through the theoretical lens Social media descriptions.
of UGT 2.0 theory. Thus, the theoretical contribution of this study is
Author (Year) Description
novel because it seeks to comprehend the adoption of social media (a
different service) by the poorest strata of people (BOP) (a different Kaplan and Haenlein A set of websites and apps that allow user-generated content
(2010) creation and exchange based on Web 2.0 ideology and
segment) through the theoretical lens of uses and gratification 2.0. technology
Using the viewpoints of STR at BOP, our study aims to provide Quach and Thaichon Internet-based media for knowledge and information
comprehensive directions for leveraging social media. Therefore, the (2017) sharing
study provides a novel contribution to the BOP, STR, social media, and Ali Qalati et al. The activities that people engage in to share their
(2020) knowledge in a collaborative digital environment
uses and gratification 2.0 literature. The study’s findings assist social
Schillinger et al. The medium by individuals interact in online communities
media marketing and media organisations, small retailers at the bottom (2020) and networks to develop, exchange, and share knowledge
of the pyramid (BOP), and policymakers in developing marketing and ideas.
campaigns. Our findings provide valuable insights into the expanding Riley (2020) New media technologies enable interaction and co-creation,
body of research on social media at BOP, particularly for STR. This study allowing teams, governing bodies, agencies, and media
groups to build and share user-generated content.
contributes to the current knowledge of STR at BOP by delving into Qalati et al. (2021) Interactive digital tools allow users to share knowledge and
different applications and unexplored gratifications. The study further develop or influence content on social media.
strengthens the theoretical advancement in the field by establishing our Li et al. (2023) Social media is a tool for integrating information and
conceptualization of UGT 2.0 theory, which is well acknowledged in the resources between organisations and users, resulting in
mutual value creation.
adoption literature but not extensively used in the context of social

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

2.2. Bottom of pyramid (BOP) Lobo, 2015; Shahid et al., 2022), which is the foundation of social media
(Chatterjee and Nguyen, 2021). Social media can be used by BOP as a
Authors describe BOP as “four billion people with an annual per resource for social change (Pandey et al., 2022), social facilitation
capita income based on purchasing power parity in the U.S. dollars-is experience (Bailey et al., 2018), gain social capital (Kumar et al., 2023),
less than $ 1,500, the minimum considered necessary to sustain a improve service delivery in the BOP segment (Tarafdar et al., 2012),
decent life”, whereas some literature uses the axis range of $1500-$3000 reform public administration (Criado and Rojas-Martín, 2016), assist in
for describing BOP (Hammond et al., 2007; Hart and London, 2005; overcoming various challenges and achieving and improving their
Prahalad and Hart, 2002). The World Economic Forum and Boston well-being (Akareem et al., 2021; Badghish et al., 2023; Mehrotra, 2010;
Consultancy Group (World Economic Forum, 2009) reviewed the 4 Mehrotra and Agarwal, 2023; Pandey et al., 2022). Although social
billion poor individuals and stated that they earn less than $8 daily. It is media is a significant source of information (Sharma et al., 2023) at the
subsequently divided into three smaller income categories: a) earnings BOP level, BOP consumers are not skilled at using social media. Limited
$2–8: 1.1 billion, b) earnings $1–2: 1.6 billion, and c) earnings below $1: research has examined the factors influencing the adoption and usage of
1 billion (Golja and Požega, 2012). Studies have shown that by including social media by BOP, indicating that BOP social media adoption is at a
digital technologies like social media at BOP daily, BOP can fulfil their nascent stage (Chatterjee and Nguyen, 2021; Luqman et al., 2023). Also,
welfare initiatives and be part of an inclusive society (Pandey et al., previous research has primarily focused on how affluent and main­
2022; Purohit et al., 2021). Kumar et al. (2023) stated that social media stream consumers use social media (Foroudi et al., 2018; Mehrotra and
is an efficient tool to target the BOP and improve their welfare. Table 2 Agarwal, 2009; Pandey et al., 2022). Hence, there is a need to encourage
includes various descriptions of BOP as provided in current academic studies on social media adoption at the BOP. The present study aims to
literature. determine what motivates BOP to adopt and use social media and which
needs are met by using social media. Table A1 (see appendix) lists
qualitative studies on social media and BOP.
2.3. Social media and BOP
2.4. Foundation of this study
According to Kaplan and Haenlein (2010, p. 61), “social media is a
group of Internet-based applications built on the ideological and tech­ 2.4.1. Uses and gratification theory 2.0
nological foundations of Web 2.0” that enable the sharing and devel­ The Uses and Gratification Theory (UGT) has a rich history in
opment of user-generated content (Chimborazo-Azogue et al., 2022; examining how media influences technology adoption and usage
Parra-López et al., 2011; Quan-Haase and Young, 2010). It enables users behaviour, with various studies supporting its relevance (Malodia et al.,
to share their thoughts, content, insights, and knowledge (Azer and 2022; Ray et al., 2019). The application of UGT has been observed in
Ranaweera, 2022; Cho et al., 2010) develop and maintain relationships various media, such as print media (Elliott and Rosenberg, 1987),
with people sharing identical needs or interests (Aichner et al., 2021; audio-video media (Babrow, 1987; Dee, 2016; Lonsdale and North,
Smock et al., 2011) use it as a source of self-expression and entertain­ 2011), and modern media like e-mail (Ku et al., 2013; Wu and Kuang,
ment (Bailey et al., 2020; Kim et al., 2010) and; promote their business 2021) and SNS (Chaouali, 2016), like Twitter (Coursaris et al., 2013),
(De Oliveira et al., 2020; Jacobson et al., 2020). Social media in­ Facebook (Malik et al., 2016), microblogging (Gan and Li, 2018). This
terventions have supported BOP in sourcing resources to build occupa­ theory acknowledges that individuals choose media platforms based on
tion, handle work stress (Agarwal and Mehrotra, 2023) and, establish their cognitive and emotional needs (Shade et al., 2015). According to
and strengthen social ties, fulfil various development initiatives by UGT, proactive users select specific media to fulfil their unique re­
implementing welfare initiatives for the BOP (Alexander et al., 2019; quirements, making it an audience-centric theory (Ibáñez-Sánchez et al.,
Buente et al., 2020; Kaur et al., 2021; Kumar et al., 2023; Pandey et al., 2022).
2022). Though per day income of BOP segment range between $1 to $8 However, UGT falls short in providing detailed insights into how
(Mukherjee et al., 2020a,b; Pandey et al., 2022; Purohit et al., 2021a,b; media-related gratifications have evolved. Sundar and Limperos (2013)
Srivastava et al., 2020) with per capita income of only around $3000 argued that technological advancements have introduced new possi­
(Kumar et al., 2023; Mukherjee et al., 2020a,b), but the estimated bilities and generated new user expectations. They proposed a theoret­
market value is a promising $5 trillion (Rahman et al., 2018) with a ical and procedural advancement in the uses and gratification model,
potential of a high-growth market. The popularity and widespread suggesting the extension of UGT into UGT 2.0 to encapsulate the
adoption of ICT and smartphone mobile apps can be seen as prospective nuanced pleasures derived from contemporary media. Sundar and
platforms for providing services in the BOP segment (Jebarajakirthy and Limperos (2013) advocated that, under UGT 2.0, researchers in new
media should consider the gratifications stemming from media affor­
Table 2 dances, such as modality (presentation), agency (interface), interactivity
BOP descriptions. (control), and navigability (exploration).
Author (Year) Description UGT 2.0 underscores the active role of technology in shaping human-
media interactions, deviating from the original theory’s emphasis on
Hussain et al. (2019) BOP markets are those living below the poverty line,
with a daily income of less than $8 active audiences. It recommends dissecting the affordances of modern
Serajuddin and Hamadeh BOP refers to living on an income below certain media to address individual gratifications rather than broad categories.
(2020) thresholds, such as less than US$3.2, US$5.5, or US This approach highlights the process of gratification generation in
$35 per day, depending on whether one is in a lower- contrast to conventional U&G research. Technological progress has
middle-income, upper-middle-income, or high-
income country respectively.
created new consumer expectations, moulding their interactions with
Srivastava et al. (2020) BOP manages to sustain itself with an annual per media (Chen et al., 2022; Kumar et al., 2021). Delving into these grat­
capita income of $ 3000 or less. BOP often resides in ifications holds theoretical promise for understanding how users
rural villages, urban slums, and shantytowns perceive traditional and emerging media.
Mukherjee et al. (2020a; BOPs have low literacy levels and live in poverty,
UGT 2.0 researchers should adopt an affordance-based framework to
2020b) with an income of less than $8 per day or $3000 per
person per year. identify specific customer gratifications, balancing social and psycho­
Parthiban et al. (2022) BOP refers to those whose per capita income is below logical needs with technology-driven ones. By comprehending con­
US$2 per day sumers’’ engagement with “media affordances”, researchers can cultivate
Pandey et al. (2022), The BOP sustains itself with incomes ranging from detailed procedures to analyse the intricate gratifications derived
Srivastava et al. (2020) $2 to $8 daily.
through contemporary media (Rathnayake and Winter 2018).

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

3. Method ensure face and content validity by adhering to standard procedures for
creating qualitative instruments (Talwar et al., 2022).
For this qualitative study, 52 in-depth semi-structured interviews
were conducted with people at BOP who use social media. The sample 3.3. Interview process and data collection
population comprised BOP consumers engaged in small-time retailing,
such as vegetable sellers, carpenters, street vendors, artisans, masons, After following the protocol for developing interview questions, we
and other small-time workers. The data collection process, sample se­ spoke with 52 BOP consumers who used social media and were pri­
lection, and adopted interview protocol are discussed below. marily involved in STR. People interviewed made less than $8 a day, and
their levels of education ranged from grade school to less than or equal
3.1. Research context and criteria setting to 10th grade (Prahalad and Hammond, 2002). We arrived at data
saturation (Glaser and Strauss, 2017) after 47 interviews but continued
India was selected as the country of focus for our research because of with five more interviews. Table 3 lists the profiles of the respondents.
its large BOP population (Chauhan et al., 2018). India’s BOP market is The interview process followed the recommendations of Myers and
valued at $1.2-tn, creating the largest share of the worldwide BOP Newman (2007), and the study addressed methodological consider­
market of $5-tn (Kumar et al., 2023). In addition, most of India’s ations with qualitative research and semi-structured interviews (Klein
populace falls into the BOP category (Kumar et al., 2023; Mukherjee and Myers, 1999). We conducted semi-structured interviews to source
et al., 2020a). According to Hattangadi, 2022, 70% of the Indian pop­ answers to qualitative questions (Myers and Newman, 2007) as the topic
ulation falls under the category of low income (BOP), while 50% of the and respondent demographics, social desirability, anxiety, intruded
national income comes from rural areas. The widespread availability of emotions, and uncertainty can distort responses (Myers and Newman,
internet data at cheaper prices has significantly expanded internet ac­ 2007; Patton, 2002). Further, as we ensured that we interviewed them in
cess to the BOP population in India (Tuli et al., 2023). According to a their local language, it helped the respondents feel at ease. In the event
Forbes article by Wong, 2023, 67.5% of internet users in India have at of a “yes” or “no” response shared by the respondent for a question, we
least one social networking platform, irrespective of age. Additionally, tried to extract elaborations by asking “AUR BATAIYE” (“kindly elabo­
the present level of social media penetration in India is 33.4% (Wong, rate”) and “UDHAHARAN KE LIYE” (“please share an example”). The
2023), and it is projected to have a consistent increase from 2023 to questions focused on exploring a) influencers for using social media, b)
2028, with a growth of 22.4 percentage points. This indicates that by reasons behind adopting and using social media, c) gratifications
2028, the penetration rate is expected to reach 83.16 per cent, marking derived from using social media, d) expectations from social media, and
the fifth consecutive year of growth (Basuroy, 2023). Hence, the Indian e) factors affecting the intention to use social media.
BOP market represents a potential market for businesses seeking to The responses noted down were shared with interviewees for content
expand their operations and optimise their profitability (Wang et al., validation (Buchbinder, 2011; Mero-Jaffe, 2011), of which five re­
2017). spondents made minor edits to the transcripts. Thus, on validation by
To identify appropriate respondents, we followed the criteria sug­ the respondents, the transcripts were translated into English, which took
gested by researchers and the United Nations Human Development approximately 40–60 min of coding each interview. After the tran­
Index (Baishya and Samalia, 2020; Pandey et al., 2022; Prahalad and scription and translation were completed, two authors checked the re­
Hammond, 2002; Rangan et al.,2011) with the assumption of a family sponses for translation accuracy.
size of four, an average monthly expenditure of US$8 (1$ = ₹ 83.03 as of As BOP respondents hesitated to open up, possibly due to the social
September 05, 2023 as per the foreign exchange rate issued by the disparity between them and the interviewers and the unusual nature of
Federal Reserve System (Federal Reserve, 2023), and a purchasing the event, along with purposive sampling, we followed snowball sam­
power parity value of 17.536, the upper cut-off point for BOP at ₹15,000 pling. This ensured that we connected with those BOP respondents who
per month was set for the study (OECD, 2017) and education levels fit our study purpose.
lower than or equal to class 10 (10th grade). Both income and education To analyse the data thus gathered, the UGT 2.0 framework was
level are considered in the criteria, as these are reliable indicators of applied under the grounded theory context (Strauss and Corbin, 1997).
socioeconomic status. Keeping in mind the context of the research, we
ensured that the respondents were using social media so that we get 4. Analysis
genuine opinions from them. We ensured to cover a wide range of
people, including shopkeepers, vendors, rickshaw drivers, and the like. The nature of our research problem and the characteristics of the
Many others were chosen after extensive research in “urban mandis” subjects under study made it suitable for us to employ an inductive
(daily street vendors selling fruits, vegetables, meat, fish, etc.) and qualitative method for our exploratory research. Hence, to analyse the
semi-rural “haats” (local markets) in Uttar Pradesh, Jammu, Pune, and data, we employed the Gioia approach, a version of grounded theory
Mumbai. (Gioia et al., 2012, 2013).
Grounded theory involves the identification of patterns in data
3.2. Research design through continuous comparisons “with the aim of generating emerging
substantial and theoretical codes from a variety of interchangeable
To answer our research questions, we opted for a qualitative meth­ indices” (Glaser, 2005; Walls et al., 2010). To contextualise, Strauss and
odology, particularly well-suited to situations where the phenomenon of Corbin (1990) provided the following conventional definition: “A
interest is convoluted, less explored, and socially constructed (Gruzd grounded theory is derived inductively from the investigation of the
et al., 2012; Mukherjee et al., 2020a; 2020b). We conducted rigorous phenomenon that it represents, that is, it is found, developed, and
interviews following established interpretive principles (Walsham, tentatively validated through systematic gathering and analysis of data
2006) by asking open-ended questions to elicit genuine feedback from pertaining to that phenomenon. As a result, data gathering, analysis, and
BOP consumers on the factors motivating them to adopt social media. As theory are all mutually reinforcing” (p. 23). So, we chose the grounded
per Castillo-Montoya’s (2016) recommendations, two experts in quali­ theory method since it leads to theory development from scientifically
tative research methods and the BOP study were shown the interview acquired and analysed data in social science research, and the theory
questions before collecting the data. The experts verified that the focus established is based on data (Glaser, 1978; Glaser and Strauss, 2017).
of the interview questions aligned with the study’s objective and that The application of grounded theory is suitable for our study as it is
there was a good mix of questions and conversation. The feedback hel­ considered that an emergent technique can assist in uncovering and
ped improve the questionnaire. Following these procedures helped examining the underlying characteristics of dynamic phenomena

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

Table 3 Table 3 (continued )

Demographic details of respondents. Code Nature of occupation Age Income per Education Family
Code Nature of occupation Age Income per Education Family month (in ₹) members
month (in ₹) members
RP- Tyre puncture maker 36 8000 8 4
RP-1 Street vendor (food) 27 5000 10 5 41
RP-2 Parlour (owner) 34 7500 10 5 RP- Fruit seller 27 15,000 10 5
RP-3 Tailor 34 13,000 9 6 42
RP-4 Mason 37 12,000 10 6 RP- Vegetable seller 64 14,000 10 4
RP-5 Vegetable seller 42 12,000 8 6 43
RP-6 Contractor 39 14,000 9 6 RP- Suitcase repairer 52 9000 9 4
RP-7 Carpenter 41 12,000 19 4 44
RP-8 Carpenter 22 12,000 10 4 RP- Street vendor (spices) 59 7000 NFE 4
RP-9 Tailor 23 11,000 10 7 45
RP- Vegetable seller 32 12,000 8 4 RP- Vegetable seller 43 13,000 8 5
10 46
RP- Freelance 23 13,000 10 4 RP- Artisans (moong grass 34 5000 10 5
11 photographer 47 products)
RP- Rickshaw puller 42 10,000 NFE 4 RP- Street side barber 52 6000 NFE 4
12 48
RP- Vegetable seller 40 15,000 10 5 RP- Street vendor (cloth) 36 15,000 5 3
13 49
RP- Flower seller 31 12,000 7 7 RP- Street vendor 47 9000 8 4
14 50 (household products)
RP- Mason 32 10,000 10 6 RP- Electrician 25 6000 NFE 5
15 51
RP- Carwash & ironer 40 12,000 6 5 RP- Shoe shiner 66 8000 NFE 4
16 (irons cloth) 52
RP- Carwash 27 10,000 NFE 4 NFE: No formal education
17
RP- Daily wage earner 43 11,000 NFE 7
18 (Martin and Turner, 1986), such as utilising social media among the BOP
RP- Cook 47 15,000 5 5 segment. The grounded theory methodology has the capacity to offer
19
insights into the patterns of behaviour observed on social media plat­
RP- Bicycle repairer 70 11,000 4 6
20 forms (Syrdal and Briggs, 2018).
RP- Cook 36 13,000 10 7 In order to apply the grounded theory approach, we used the Gioia
21 methodology, a qualitative approach to data analysis that aims to meet
RP- Fruit seller 65 11,000 NFE 6 the rigorous standards of a reliable study (Gioia et al., 2013; Magnani
22
RP- Car Cleaner, 56 10,000 10 5
and Gioia, 2023). The method is a comprehensive way to develop con­
23 vegetable seller cepts that effectively reconcile the often contradictory requirements of
RP- Pottery maker 45 12,000 NFE 4 inductively generating new concepts and adhering to the rigorous
24 standards expected by top-tier publications (Magnani and Gioia, 2023).
RP- Street vendor (food) 43 15,000 10 5
The approach entails the progression of data analysis via three pivotal
25
RP- Street vendor (cloth) 32 8000 8 4 stages: a) the process of creating analytic codes, organised into a data
26 structure that includes codes centred around the informants’ perspec­
RP- Tailor 47 15,000 10 5 tives (first order) and themes centred around the theory (second order)
27 as well as overall dimensions; b) creating a grounded theoretical model
RP- Cobbler 37 9000 NFE 4
28
by constantly comparing data over time and across informants; c)
RP- Laundryman 38 14,000 8 5 communicating the study’s results through an extensive narrative based
29 on the data, typically using second-order themes and aggregated di­
RP- Milkman 40 15,000 9 4 mensions and referencing informants’ first-order quotations (Agarwal
30
et al., 2023; Habib et al., 2024; Shah et al., 2023). The method can
RP- Fruit seller 22 14,000 10 4
31 enhance knowledge by employing an inferential procedure that in­
RP- Street vendor (broom, 31 10,000 7 5 corporates both inductive and abductive, facilitating innovative theo­
32 dustpan) retical insights. Therefore, it enables the development of “appropriate
RP- Laundryman 48 13,000 10 4 explanations” or “creative hypotheses” for the phenomenon of interest.
33
RP- Milkman 19 14,000 10 5
Therefore, following the standards of the Gioia method, the first step
34 was to read the transcripts line by line to understand the significant
RP- Artisans (crochet) 18 5000 NFE 3 thoughts presented about the experience of participating in social
35 media. Following the open coding, we developed a coding scheme based
RP- Street vendor (ice- 43 14,000 9 5
on early insights from the texts and earlier material on BOP’s contri­
36 cream seller tricycle
cart) bution to social media. The transcripts were then coded to comprehend
RP- Rickshaw puller 51 6000 NFE 4 the coding categories better, thus completing the stage of first-order
37 coding. We then grouped related concepts in the final stage to
RP- Street vendor (pen 31 4000 NFE 3 discover categories (second-order constructs). Two academicians and
38 seller)
RP- Street vendor 47 8000 NFE 4
one domain expert analysed inter-coder reliability. After the panellists
39 (clothes) independently assessed the coded categories, we generated Fleiss Kappa
RP- Mason 29 9000 8 3 estimates, and the Kappa value was much greater than the upper limit
40 advised by previous methodological literature (Artstein and Poesio,
2008). The participants’ demographic profiles were de-identified during
the coding stage to maintain the participants’ anonymity.

5
J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

Thus, in order to identify factors affecting the adoption of social mobile phone to use Facebook, WhatsApp, and YouTube, click pictures
media at BOP, we used the manual coding method applying the Gioia and share with family and friends …”. (RP-22)
method and grounded theory approach to identify and align extracted
“… My frined, a 40-year-old vegetable vendor has started using What­
themes to UGT 2.0 elements (Agarwal et al., 2023; Jabeen et al., 2022,
sApp to forward images and videos free of cost. Also, I had to follow. I
2023; Talwar et al., 2021).
have started receiving vegetable orders on WhatsApp as well …”. (RP-5)

5. Results
5.1.1.2. Social connect. Social connect in the context of social media
We took thematic inquiry of the interviewed data by classifying the refers to the agency through which users at BOP get connected with their
drivers of social media and its adoption at the BOP. Based on the UGT near ones. User connectedness is an attribute that is the primary source
2.0 theory, the drivers of social media adoption at BOP were classified of gratification that makes people feel together. A few of the responses
into four sub-themes: agency, interactivity, modality and navigability. bring out the same:
“… I talk to my customers directly. They give me orders and ask questions
about the product availability, and in return, I send them images and
5.1. Drivers of social media adoption prices, which makes them satisfied and buy only from me …” (RP-13)

Our qualitative research uncovered numerous reasons that influence “… Using social media helped me make new friends and help in staying
consumers at BOP to use social media. We used the UGT 2.0 framework connected with some of my clients. Life got changed by using it as it
to categorise these drivers. Responses from the participants were ana­ introduced new relationships and understanding of life in a better way.
lysed and linked to these drivers, as Fig. 1 shows. But sometimes new features becomes complex …”. (RP-20)
“… I could keep in touch with other users, I could talk to them, even we
5.1.1. Agency video call, we do not have to meet face-to-face …”. (RP-12)
In the case of social media, agency affordance refers to the features or
agents supporting social media adoption and usage per one’s wish.
5.1.1.3. Personalisation. Social media gives the flexibility to manage the
5.1.1.1. FOMO. In social media, FOMO denotes a condition where a data as per users’ needs, thus creating a personalised experience for
user perceives that s/he is missing out on using a social media platform them;
when the rest benefit from it. The same can be seen in one of the “… I can communicate with my clients and show them that I work hard. I
responses: can share a few ideas directly with them, which will help me get a higher
“… I bought a mobile because everyone around me had big phones, a price. My clients respond to my thoughts and messages, making me feel
bigger screen, using Facebook, watching videos, and singing songs. My better and closer to them …”. (RP-14)
friends and my colleagues even bought the mobile. So I decided to buy a

Fig. 1. Mapping of identified drivers to UGT 2.0.

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

5.1.1.4. Social influence. Social influence in the context of social media happenings around our country, and if I need deep knowledge …”. (RP-
refers to the impact created by near ones, such as co-workers, family 46)
members, friends, etc., to adopt or discard an object or service of
concern. One significant source of technology adoption and its related
5.1.2. Interactivity
components is the group’s social influence and benefits, which promote
The ability to use, control, and actively be engaged with content
brand acceptability and credibility (Agarwal and Mehrotra, 2018; Kaur
refers to interactivity. Social media aims at increasing gratification by
et al., 2020; Sweeney and Swait, 2008). The same is observed in the
providing interaction at various levels. When referring to social media,
comments below:
interactivity refers to the ability given to the users to control their own
“… My cousin works as a tailor in an apparel manufacturing unit in and others’ watching experiences. Interestingly, many responses have
Mumbai. He had pictures of various tourist spots in Mumbai and showed expressed feelings of losing control due to one or more reasons.
me that he posted pictures on Facebook, and many people liked him.
When he visited my place, he motivated me to use Facebook and What­ 5.1.2.1. (Loss of) data. A respondent stated the fear of losing out of the
sApp, explaining their positive outcomes. Following his advice, I bought a data due to data leaks and the like:
second-hand phone to use Facebook and YouTube. Now I watch videos,
“… And I have heard that our data gets leaked. However, I know I am a
post pictures, and video call everyone …”. (RP-17)
small seller, but my work is mine only. I send my work videos, but if I
“… My friend, a 40-year-old vegetable vendor has started using What­ don’t want to show some products, it should be safe …”. (RP-35)
sApp to forward images and videos free of cost. Also, I had to follow. I
have started receiving vegetable orders on WhatsApp as well …”. (RP-5)
5.1.2.2. (Lack of) content control. The ability to restrict the content to
be displayed gives a feeling of control over the technology being used
5.1.1.5. Content diversity. In social media, diversity provides scope for and relieves users’ stress about the inappropriateness of content. How­
sharing different types (text, audio, and video) and domains (marketing, ever, in many responses, the feelings shared are opposite regarding the
human resources, operational, etc.) of information to increase the reach. gratification sought.
The diversity feature attracts the attention of the user and thus helps in
A street vendor stated that “… I like watching various videos, movie
increasing the motivation towards adoption:
clips, and programs on social media. I can talk, and video calls my
“… one thing that caught my attention was that some people were using friends. However, there should be some restrictions on bad contents as
that platform to provide information about many different topics. For kids are impacted. Filter the content for kids, have fewer games. There
example, e.g. I have seen some business owners sharing their knowledge of must be a law on the age limit to use social media, bad content videos
starting a business and giving business advice. Also, I can share my work, should be removed. There should be a time limit to use social media …”.
images, and videos with my friends and family, but it also creates social (RP-1)
pressure when I watch others …”. (RP-47)

5.1.2.3. (Lack of) parental control. The perception that social media is
5.1.1.6. Content selection. Content selection depicts the flexibility and full of bad content, which creates uneasiness in the minds of parents, is
power to extract the content of one’s choice. In the case of social media, brought about by comments of a few respondents:
it means the user has the flexibility to choose the content from a variety
A contractor stated, “… stated that my kids use social media; they enjoy
of lists and accordingly achieve their gratification:
watching many videos and photos, but they waste their time and sleep
“… I use social media as an informative tool because there is much in­ late. …. . Also, due to bad video content, my anxiety level increases …”.
formation we can derive from it. E.g. on YouTube, there are many (RP-6)
informative videos for myself and my kids, like it can be a video on ed­
“… However, I reduced using now because I was becoming addicted,
ucation or tailoring interests. So I think that’s very helpful …” (RP-27)
anxious, and jealous due to others’ posts. My kids started watching adult
content …”. (RP-4)
5.1.1.7. Affordability, accessibility and availability. One of the significant
features of the agency is the accessibility and affordability of technology
5.1.3. Modality
and techniques. With reference to the social media for the users at the
Modality, in the realm of social media, refers to the ability to share
BOP, this holds a vital place as affordability of technology is a critical
and consume information in different ways. Modality gives the power to
factor due to their income level. The cheaper or more affordable the
the user to represent their inner self in a more explanatory manner.
technology is, the more gratification is derived from its usage. The
response below brings out the same fact:
5.1.3.1. Realism. Another vital feature of modality is that of realism. In
“… Using social media is cheaper; only I need a second-hand smartphone the context of social media, realism is experienced by the users in terms
and internet or tariff recharge, which is affordable. I get talk time and of sharing real-time images and videos.
internet package at a cheap rate, and as per my need. I don’t have to buy
“… Customers can see what I have to offer, and I can send images and
a television, only need a smartphone and an internet package, and I can
inform them that the fruits and vegetables are fresh before they place an
watch unlimited videos, and video calls, talk unlimited to my family, and
order. Customers drop their message orders, which help me to remember
my children can study. I receive more benefits …”. (RP-2)
their order, and I can provide all the products and services without
The affordability and availability of various internet packages to forgetting …”. (RP-46)
recharge, added by the accessibility in terms of recharging “myself”,
makes these features one of the most influential agencies:
5.1.3.2. Novel content. Novelty, under social media, refers to the
“… If I earn well, I recharge for one month, or else whenever I feel I need availability of content that exclusively assists people and thus supports
to video-call my family or watch movies; I do one day recharge of the each genre, giving them the feeling of exclusively being catered to.
internet. I like to ask others to inform me about the news and the latest

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

“… I am happy to use social media like YouTube, which has helped me 5.1.4.4. Learning support. In the case of social media, the abundance of
learn new and creative ways to conduct my work. I have learnt new ways variety of content aids in the entertainment and fun of users.
to build walls and construct important parts of a house …”. (RP-4)
“… Social media has helped in understanding ourselves and learning new
“… My kids use it for educational purposes; sometimes, I use it to watch hobbies and learn, gain new education and helped in reconnecting with
some videos and do video calls with family members, and learn new things old friends and got time to spend with family and mainly it helped to heal
for my crochet work. My son once asked me to open a Facebook account naturally …”. (RP-19)
and watch educational and entertaining videos because his school friends
and family used it …”. (RP-35)
5.1.4.5. Scaffold for new contents. Social media has created various
opportunities for users to learn new and innovative approaches toward
5.1.3.3. Enhanced communication. The ability of users to communicate solving an issue, thus scaffolding users through the process. The same is
their thoughts to their clients brings a feeling of coolness, thus providing depicted as the gratification in some of the responses:
them with the feeling of power of enhanced communication, as depicted
“… I learnt photography skills from YouTube and implemented those
in the response:
learnings for getting small assignments …”. (RP-11)
“… I have bought a smartphone to use social media, “WhatsApp”, in
“… I am learning to do my household work independently. Now I don’t
particular, so I can take pictures of my work and share with my clients. It
require a plumber to fix my water pipeline, and I can save money and
helped increase my performance and helped me showcase my work. I can
work by myself … (RP-17)
share my flowers with my group members instead of visiting individually,
saving my time and energy ….” (RP-14) “… I have one phone which I keep at home. I do not have a TV, so the
whole family watches movies, informational serials, and religious serials
on YouTube. We not only use it for our entertainment, but social media
5.1.3.4. Power in hand. In the context of social media, the ease with
help my children learn new things and education, which help them become
which users can adapt and learn new things gives a feeling of coolness
brighter students, and it helps me to learn new things that I can implement
and power:
and make my life meaningful …” (RP-51)
“… I used to see others using smartphones, Facebook, and YouTube, and I
The vegetable seller stated “… I could hardly read. Still, through videos,
used to observe them. When I asked them to teach me, they said, when you
I have listened to various interpretations of religious books (Shrimad
will buy the phone, I will teach you. Then, the day I bought my first
Bhagwat Geeta), due to which I have understood much about my life. I
smartphone, I learned everything by myself and did not ask anyone. Now I
have watched Ramayana during my free time, which helped me to un­
can listen to music, search for news, post pictures on Facebook, and video
derstand the importance of partner and family … More so, I use the
call my family …”. (RP-9)
preaching and shlokas while selling vegetables which interestingly builds
bonds with my clients seeing my effort to learn.” (RP-43)
5.1.4. Navigability
In social media, navigability assists in traversing and exploring
6. Discussion
various contents, fulfilling variety-seeking needs, and providing fun and
entertainment.
The study undertaken is unique in the sense that it aids in compre­
hending the adoption of social media by the STR at the BOP through an
5.1.4.1. Escapism. Social media provides a medium to divert one’s exclusive lens of uses and gratification theory 2.0, thus making the
feeling of loneliness or the ability to kill/pass the time, making it fun theoretical contribution novel.
through escaping the then-moment boredom. Addressing the RQ, the study found several gratifications driving
“… It’s the source of entertainment during my long night shifts. I watch social media adoption at the BOP level. The participants identified
movies on YouTube and comedy programs to pass my time. Social media FOMO and social influence as bandwagon factors pushing them to adopt
is fun for us …”. (RP-4) and use social media, which is in sync with previous studies (Dhir et al.,
2021; Tandon et al., 2021). Social influence and social connection were
“… I use social media to enjoy and pass the time when I am idle. I feel seen as the primary drivers for adopting social media by BOP consumers
sleepy in the afternoon, so I watch videos on social media. But sometimes I engaged in STR to build and spread a community feeling. These findings
get carried away with the wrong information …”. (RP-33) are in sync with previous studies where the use of social media to
approach various communities has been hinted at (Fatma et al., 2020;
5.1.4.2. Comforting. In social media parlance, comfort specifies Islam et al., 2020; Kumar et al., 2022; Micheli, 2016; Sohaib and Han,
bringing ease to a person through its content and features. 2023; Woo et al., 2024). One of the prime factors supporting the
adoption of social media at BOP is the availability and affordability of
“… I watch many spiritual and religious videos. The videos have helped technology at a rate that does not pinch their pockets. Moreover, the
me understand the life purpose of my existence, and my religious beliefs accessibility of such technology at the fingertips is a significant enhancer
have strengthened …”. (RP-13) of the agency to drive gratification as it provides the ease of accessing or
“… When I miss my family or become sad, I call my family; I can talk to dropping the service at will. The option of not just selecting content of
them, watch them through video, and after the conversation, I forget my their choice but tailoring it to cater to personalised needs provides
issues and start working again …” (RP-4) agentic support for adopting social media at BOP.
The ability of social media to provide enhanced communication
mode with the impression of power in hand makes it “cool” for the
5.1.4.3. Content variety. Social media provides a variety of content to consumers engaged in STR. This allows the BOP users to communicate
the users, thus making it enjoyable and entertaining: their feelings with ease and a sense of realism, thus making the whole
experience cool and happening. Navigability became another important
“… I think social media provides entertainment in many different ways,
and we can use it as a pure form of entertainment …”. (RP-8) gratification element supporting the adoption of social media at BOP.
The “navigational” ability to learn new things and improve perfor­
mance, interact with near ones, use it as an “escape” mechanism in

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

uneasy situations, and navigate to a variety of content makes social Our study used a qualitative approach to study the adoption
media “fun” for BOP users. Using social media as a scaffold to learn new behaviour of social media at BOP, which substantiates existing frame­
things by fulfilling the need for variety-seeking makes it a desirable works and opens avenues for new ones to explore. The study encourages
driver for its adoption at STR. a relatively new theoretical model’s underpinning and its further use.
The drivers, thus, identified relate to elements and sub-elements of The study brings out various dimensions of gratification that support
UGT 2.0 - community building, bandwagon, tailoring and enhancement the adoption of social media, thus enhancing conceptual clarity on
relate to the agency element, coolness and realism relate to the modality adoption parameters. The sub-elements of these gratifications help in a
element, and fun and variety seeking relate to the navigability element. deep understanding of the application of novel techniques used in the
Interestingly, the mapping of themes with UGT 2.0 highlighted the paper.
lack of dynamic control, a sub-element of the “interactivity” element, as The study highlights the lack of dynamic control on social media
an area of concern. At BOP, not every family member has the privilege of content and its impact on adoption, thus providing an insightful avenue
having individual mobiles or access to the internet. Hence, a single in­ for future research.
strument and service gets used by all family members, thus making it The study also contributes to the UGT 2.0 literature by applying its
more of a family instrument than a private one. Consequently, the lack dimensions to the largest and fastest-growing market, i.e., BOP, which is
of dynamic control over social media content and its usage as perceived an attractive proposition for both small-time retailers. It is worth noting
by the BOP respondents reveals quite interesting facts for marketers and that this study is among the first to utilise the UGT 2.0 theory in
researchers. In a few responses, lack of control on social media activities examining the use of social media by BOP consumers engaged in STR.
regarding content and data control was the prime concern for its further The findings in this study validate the effectiveness of UGT 2.0 in
continuance. The presence of “bad” content, “adult” content, jealousy examining social media usage in a different segment (BOP).
and hatred-based content, which are readily available to young ones in Previous studies on social media have focussed majorly on literate,
their family, has become an area of grave anxiety, thus leading to wealthy, well-read and informed consumers and retailers. However,
reduced usage or dropping of social media. This calls for addressing the there is a lack of study on how social media might positively impact the
issue at two levels. Firstly, though not a full-proof mechanism, educating growth and well-being of BOP consumers involved in STR, who possess
the BOP users on existing control mechanisms may mitigate the distress unique thinking, cognition, and emotions. This study makes a valuable
of “not-in-control”. Secondly, the developers and social media com­ contribution to the field of BOP, social media research, and contempo­
panies need to embed more control features to mitigate the fear of losing rary decision-making, showcasing intriguing connections. The study has
control amongst the masses. Marketers and companies should not forget identified a range of motivations and gratifications in BOP’s techno­
that the BOP provides a “voluminous” base with the potential to adopt logical adoption that require further attention and resolution. This study
various technologies. enhances the theoretical perspective of social media usage by investi­
Thus, the findings of our study provide theoretical and practical gating the perspectives, preferences, and challenges experienced by STR
implications for researchers and industry, which are discussed in the at BOP. The study emphasizes the favourable influence of social media
next section. through various dimensions of UGT 2.0, including Agency (such as fear
of missing out, social connection, personalisation, diverse content se­
7. Implications lection, affordability, accessibility, and availability), Modality (realism,
novel content, empowerment through handheld devices, improved
The study shows the usage of social media by BOP consumers communication), and Navigability (escape, comfort, diverse content,
engaged in STR activities. The study offers significant and novel con­ learning support, scaffolding for new content). However, the study also
tributions in several ways. The study highlighted the significant role of acknowledges the negative impact of Interactivity, which includes the
BOP consumers in choosing and using social media platforms, driven by loss of data, content, and parental control. The study contributes to the
their motivations and desire for gratification. In addition, the study literature on social media and BOP by investigating the factors that in­
highlighted the social and psychological aspects of social media usage. fluence the adoption and usage of social media by STR at BOP. The study
The study acknowledged the impact of social factors, including peer additionally delineates the qualities and attributes of social media that
recommendations, social norms, and online communities, on BOP con­ influence their adoption among small-time retailers at the BOP. The
sumers’ media preferences and behaviours (specifically social media). study further investigates the interrelationships among theoretical
The study also explored the various aspects of social media, particularly frameworks by conducting comprehensive interviews with small re­
its use by BOP consumers, as it is still a relatively new form of media in tailers to identify factors that motivate them to use social media and
its infancy stage (Chatterjee and Nguyen, 2021; Kumar et al., 2023). various gratifications that are met by using social media. By considering
While previous research in the field of BOP literature has focused on the complex and diverse character of human-media interactions, the
the use of technology such as Information and Communication Tech­ study enhances the theoretical understanding of UGT 2.0 in social
nology (ICT) and mobile ICT (mICT) from the perspective of consumers, media, an evolving and promising medium for BOP engaged in STR.
our study stands out by investigating BOP consumers involved in STR The study has successfully connected the dots that could potentially
activities. This study is distinct in examining social media use practices uncover intriguing consumer behaviour at the BOP, leading to a fresh
among BOP consumers and identifying factors that drive their use of perspective on BOP consumers engaged in STR behaviour today. Lastly,
social media. This represents one of the first qualitative studies to the study adds to understanding consumers and STR at the BOP level and
explore BOP consumers’ motivation to use social media from the lens of their comfort/non-comfort and ease/non-ease factors in adopting social
UGT 2.0. Given the slow but steady increase in social media usage at media for their benefit.
BOP, this study offers a foundation for fruitful future studies. The study
also provides theoretical, practical, and social implications. 7.2. Practical implications

7.1. Theoretical implications The study shares valuable insights for social media companies, app
developers, promotors, and marketers. The use of social media on
Using UGT 2.0 theory, the study provides a novel approach to un­ various platforms and domains has become an integral part of most of us
derstanding the adoption of social media at BOP, thus enhancing the and, thus, the reason companies and marketers use it for their
current literature. The findings further contribute to the existing the­ enhancement. Consequently, it has become essential for developers and
ories on gratification, technology acceptance, and adoption and offer companies alike to understand what drives the adoption of social media
possibilities for new models. and its features. Our paper significantly adds to the knowledge of

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J. Kumar et al. Journal of Retailing and Consumer Services 77 (2024) 103679

understanding social media users and, more specifically, people at the encourages government agencies to collaborate on developing global
BOP, one of the biggest population bases worldwide. standards and best practices for data security, transparency, and ethical
The social media stakeholders, from developers to business genera­ use of social media, which can protect this vulnerable group.
tors of social media, must work towards making it more and more
affordable with ease of availability and accessibility, as these have 7.4. Implications for small-time retailers
become hygiene factors in adopting social media at the BOP level. The
features of “coolness” and “fun” with “scaffolding” have emerged as The study uncovers key motivations for the potential adoption of
opportunities for social media companies to bring in more features social media by BOP consumers engaged in small-time retailing. Because
qualifying as cool by consumers to increase social media attractiveness. of the multiple options given by its uses, social media has the potential to
Organisations can tactfully navigate the BOP market by leveraging be a game changer for STRs, as evidenced by the examples supplied by
social media to offer long-lasting solutions that enhance the well-being respondents. STRs can use social media as an enhanced communication
of the BOP population. Examining the network structure of BOP con­ tool for building social connections and community building where they
sumers’ (involved in STR) social media profiles in a specific region can can engage with potential customers, “… I talk to my customers directly.
assist marketers in facilitating community marketing services (Pandey They give me orders and ask questions about product availability …”. The
et al., 2022). Organisations can identify these STRs using social media, ability to provide real-time experience through virtual engagement
which can assist them in further penetrating the market and reaching the makes social media an essential mode of self-expression for BOP con­
country’s deeper pockets by increasing their distribution networks. Not sumers engaged in STR about their retail, “… customers can see what I
only the established organisations but also the start-ups have the op­ have to offer, and I can send images ….”. Another vital implication that
portunity to collaborate with BOP in order to offer innovative products consumers with STR can derive from social media is educating them­
and services to those in need. This collaboration will open up new selves with new methods, techniques and skills of the retail they
possibilities for organisations engaged in B2B activities. It will enhance conduct, thus enhancing their retail performance (Agarwal and Meh­
entrepreneurial prospects at BOP by developing a new market for in­ rotra, 2020). Social media is full of valuable information to help STRs
ventions while explicitly focusing on the needs of low-income people. conduct their business more efficiently, “… I have learnt new ways to build
For example, start-ups on community-based apps can enhance BOP’s walls and construct important parts of house …”. Social media can be an
lives while opening up new business opportunities for them. essential learning platform for BOP consumers engaged in STRs due to
Social media may assist last-mile solution providers in designing its ability to impart education. Social media can provide free or low-cost
their value proposition around the local market and ensuring a ‘cus­ educational resources and learnings from experts and industry leaders,
tomised’ delivery process. Through social media, organisations may “… I learned photography skills from YouTube and implemented those
involve the local community, which may assist organisations in sup­ learnings …..”.
porting inclusive growth by providing a local presence in faraway UGT 2.0 posits that consumers select and use media to feel
regions. empowered and fulfil their specific needs. Our research shows that social
Lastly, our study highlights areas where assistance and training are media can provide fulfilment depending on BOP consumers’ unique
desired. The lack of knowledge about the features of the technology in situations and demands when used in small-time retail therapy. By
use leads to its non-adoption as it brings in the perception of lack of actively utilising social media in accordance with their desires and goals,
control. The study shows that the perception of lack of control over the BOP customers can use it to improve their businesses, promote small-
content affects the adoption. So, it becomes imperative for all those time retailing, and pursue personal pleasure. Social media has devel­
stakeholders who generate revenue out of technology to ensure that oped into a dynamic and adaptable tool that enables businesses to solve
proper usage training gets imparted to the users. Thus, efforts must be issues, expand their retail operations, and successfully communicate
made to provide personalised experiences and programs. with their target audience.
The study is relevant for small retailers at BOP, which will help them
7.3. Social implications address the geographical barriers and boundaries, enabling them to
reach a larger audience. These small retailers frequently have access to
Social media platforms have significantly altered how individuals at locally sourced products that can be geographical indicators and can
the BOP engage in social interactions on the internet. Social media al­ appeal to a wide range of target customers who are interested in these
lows BOP to establish new connections with their friends, peers, and geographically indicated products, hence supporting local businesses.
family. Additionally, it facilitates BOP in establishing new social con­ The study indicates that social media can also provide a cost-effective
nections, exchanging various forms of media such as content, photo­ solution (Transaction Cost theory) for small retailers to reach a larger
graphs, audio, and videos among themselves. Prior research has audience and increase sales without requiring a substantial financial
indicated that social media adoption at the BOP is in its early stages investment. Social media can also assist retailers in creating their local
(Kumar et al., 2023; Mukherjee et al., 2020a; Pandey et al., 2022). community and increasing their loyal consumer base. Retailers can use
However, the study has found out that the use of social media within this social media to share updates and educate consumers about their local
population has begun to exhibit negative consequences, which include products, local culture or traditions, or unique production methods (e.g.,
the dissemination of fake information, the fear of missing out (FOMO), Jugaad Singh et al., 2012), which may promote a sense of community
loss of content control and parental control, the rapid spread of viral while building deeper connections with potential customers.
media, unproductive use of time, and heightened levels of anxiety. These The study suggests that BOP consumers engaged in STR can benefit
factors substantially influence the BOP community psychologically and by building social media connections and gaining information about
behaviourally (Nusrat et al., 2023). customer tastes and preferences, desires, and market trends to serve the
Therefore, appropriate strategies are required to make BOP under­ customer better. This approach will assist STR in analysing various
stand that social media usage is quite helpful, provided it is used judi­ messages and engagement metrics to develop customized and tailored
ciously to avoid diverging from the objective of adopting it. Therefore, products and services to match customer demands. BOP consumers
this study can help agencies to design policies, implement appropriate engaged in STR can overcome geographical barriers and reach a broader
measures, and raise awareness about the probable negative impact of target market by properly harnessing social media, increasing their
social media on BOP. When appropriate policies for BOP are in place, visibility, and driving retailer growth. However, despite many benefits,
social media platforms will take down the content that violates the law, most BOP consumers engaged in STR have not adopted social media,
identify the first originator of any fake news or viral news, and catego­ suggesting that innovation resistance theory (IRT) may be invoked to
rise content according to the various age categories. The study also determine further the hesitancy in adopting social media at the BOP

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level. Small-time retailers at BOP have to choose a platform among the BOP, there lies a plethora of intriguing research avenues that can
various social media platforms that can help boost their business and significantly enrich our comprehension of this ever-evolving landscape.
relationships with other consumers. In order to focus on how BOP As we embark on these future studies, one promising path is investi­
consumers engaged in STR choose social media based on their affective gating how marketers can foster value co-creation (Dey et al., 2016),
and cognitive biases, the behavioural reasoning theory (BRT) may be such as specific learning platforms, controlled exposure platforms and
invoked to understand reasons for and against adopting social media, the like, by engaging with the BOP through various facets of social
which will provide a holistic understanding of the behaviour of BOP media and its core principles. This line of inquiry delves into the po­
consumers engaged in STR. tential strategies and practices that can bridge the gap between com­
Social media can empower STR at BOP to actively engage with the panies and this economically disadvantaged but socially diverse
digital world and leverage its potential benefits. Despite economic population segment.
constraints, BOP consumers can strategically use social media to meet A parallel research avenue that merits our attention pertains to un­
their specific needs and improve their quality of life. derstanding the hurdles and impediments that may hinder technology
adoption among the BOP due to their unique social strata and deeply
8. Conclusion rooted values. Such an inquiry seeks to uncover the nuanced dynamics at
play, shedding light on the multifaceted challenges consumers and
Our qualitative exploration of social media adoption within the BOP businesses must navigate when introducing and embracing novel tech­
consumers, aligned with the UGT 2.0 Theory, has yielded illuminating nological solutions.
insights. By delving into the motivations and perspectives of BOP con­ Furthermore, in a world characterised by shifting demographics, it
sumers, we have gained a more profound understanding of the intricate becomes imperative to explore the influence of low literacy rates on the
dynamics at play in the adoption and continuous utilization of social BOP’s willingness and capacity to adopt new services or technologies.
media, all while considering the practical implications. This exploration extends beyond merely examining access and delves
Our study delved deeply into the driving forces compelling BOP into the intricacies of how individuals within this demographic interact
consumers to embrace social media, which are linked to the UGT 2.0 with, benefit from, or are potentially excluded from the technological
theory tenets. These drivers encompassed elements like fostering social landscape. By segmenting the BOP based on demographic characteris­
connections, providing scaffolding, tailoring content for personalisation, tics, we can gain invaluable insights into tailoring approaches more
and leveraging the affordances of the infrastructure, among other facets. aligned with their specific needs and capabilities. One intriguing facet of
Grasping these drivers equips service providers with the knowledge to this segmentation could revolve around gender, offering insights into
fine-tune their offerings, catering to the demands of consumers and how different genders perceive, embrace, and leverage technologies like
leading to heightened user engagement. social media. Additionally, this approach can illuminate which gender,
Intriguingly, our research uncovered a potential hurdle in adopting if any, holds more sway in influencing the technological choices and
social media at the BOP level: the perceived lack of dynamic control. preferences of the other, thereby contributing to a richer understanding
This revelation underscores the critical need to address the issue by of technological propagation within the BOP. The ramifications of
educating consumers about the existing control features and working on research in these areas extend far beyond academia, with tangible im­
the gaps in dynamic control to make consumers more confident of the plications for industry practitioners, policymakers, and scholars alike.
technology. Stakeholders must confront these challenges head-on to
elevate the user experience and foster greater acceptance of social CRediT authorship contribution statement
media. By proactively addressing these concerns, service providers can
significantly enhance user acceptability. Furthermore, our study en­ Jitender Kumar: Conceptualization, Data curation, Formal analysis,
riches the theoretical landscape surrounding social media adoption Investigation, Methodology, Project administration, Resources, Valida­
within the BOP and offers practical guidance. tion, Visualization, Writing – original draft, Writing – review & editing.
The study is distinctive in that it contributes to a novel theoretical Gagan Katiyar: Conceptualization, Data curation, Formal analysis,
understanding of the STR’s adoption of social media at the BOP by Methodology, Visualization, Writing – original draft, Writing – review &
providing a distinct perspective based on the uses and gratification editing. Ankit Mehrotra: Conceptualization, Formal analysis, Investi­
theory 2.0. gation, Methodology, Project administration, Software, Supervision,
Validation, Visualization, Writing – original draft, Writing – review &
8.1. Limitations editing. Rekha Attri: Methodology, Writing – review & editing. Sus­
hant Kumar Vishnoi: Visualization, Writing – review & editing.
Our study on social media uptake at BOP provides valuable infor­
mation but has certain limitations. While our study uncovers many facts Declaration of competing interest
and detailed insights, all deductions may not be applicable to all BOP
consumers across all demographics, geography and cultures. The second The author(s) declare no conflict of interest with respect to the
constraint stems from our qualitative research’s subjective nature, as it research, authorship, and/or publication of this article.
depends on perceptive data obtained through interviews. Most qualita­
tive research relies on self-reported data, which may not always Data availability
correctly reflect their proper actions. Furthermore, the researchers’
perspectives, predispositions, and biases may influence how they un­ Data will be made available on request.
derstand and analyse qualitative data. Third, this qualitative study
provides insights for a specific time point. Longitudinal studies that
Appendix A. Supplementary data
chart deviations over time may be necessary to reflect the dynamic
nature of social media adoption at the BOP level. Despite these confines,
Supplementary data to this article can be found online at https://doi.
our study provides significant insight into the factors influencing BOP
org/10.1016/j.jretconser.2023.103679.
users’ social media adoption.
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