...Sheshadri Chatterjee; Bang Nguyen 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...

... is increasingly becoming a product of co-creation, so is the resulting value (Schau et al., 2009). Web 2.0 sees consumers adopting the roles of providers and beneficiaries allowing value co-creation to occur between consumers and business and between consumers and their peers (Pongsakornrungsilp...