... of followers of a digital consumption phenomenon. It offers insightful reflections on the emotions, the role of identity and communities in technology adoption. The evolution of a more shared process of self-construction and a rethinking of the economy toward a greater de-financialization. Corresponding...

... systems and marketing perspectives, extending technology adoption research beyond initial acceptance to examine counterintuitive factors influencing postadoption value extraction and revealing how the interplay between B2B and B2C marketplaces creates unique dynamics in VAI implementation...

... and sentiments Extreme contexts Big data analytics Technology adoption The advent of drone technology has transformed traditional delivery systems, offering unprecedented potential for reaching inaccessible areas (Ayamga et al., 2021 ; Goodchild and Toy, 2018 ; Kumar, 2021 ; Kumar...

... 08 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Base of the pyramid Technology adoption Low-income consumers Subsistence marketplaces Technology development Bottom-up innovation Low-literate consumers Whereas people...