Creating a brand community at the bottom of the pyramid: the case of a Cameroonian music platform

B Cova, F Barès, A Nemani - Journal of Marketing Management, 2021‏ - Taylor & Francis
The phenomenon of brand communities has been well documented by researchers during
the last two decades; however, little attention has been paid to the phase during which …

The effect of mobile marketing antecedents on the purchase intention of staple products: A case of the bottom of the pyramid (BoP) market segment in Khayelitsha …

S Dlamini, W Mvula, G Donga - Heliyon, 2024‏ - cell.com
Purpose This research seeks to ascertain the impact of mobile marketing antecedents on the
purchase intention of staple products among BoP consumers to create a viable digital …

Acceptance of mobile apps among bottom of pyramid customers of urban areas

PS Tabeck, AB Singh - Indian Journal …, 2022‏ - indianjournalofentrepreneurship …
India houses the world's leading and most rapidly increasing digital bases, with 560 million
internet subscribers, next to China. The emergence of low-cost smartphones and falling …