Despite the voluminous purchasing power of the consumers at the base of the pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates the factors that trigger the online shopping intention of BOP consumers. We conducted semi‐structured in‐depth interviews with 52 BOP respondents from India. Our thematic analysis indicates four perceived benefits and five sacrifices influencing BOP consumers' perceived value for online purchases, subsequently determining their adoption behaviour. As a novel contribution to the literature, this study unfolds several unknown factors that motivate/demotivate BOP consumers to buy online using the Value‐based Adoption Model (VAM). The findings of this study will help e‐commerce marketers enhance BOP consumers' usage intention toward online purchases.

PurposeThis article aims to examine political marketing strategies adopted by the politicians operating in base of the pyramid (BOP) areas and their impact on the BOP voters using the tenets of the social influence theory.Design/methodology/approachThe authors resorted to a qualitative phenomenological inquiry for this study. The responses obtained from two qualitative studies were subjected to thematic analysis. Two thematic maps were integrated into a conceptual model.FindingsStudy 1 indicates that the politicians operating at the BOP resort to vote-bank segmentation, clientelism, mobilizing opinion leaders, short guerilla war against opposition and communication bombarding. Study 2 has elaborated on how poor voters perceive these strategies and form their opinions towards the party/candidate.Social implicationsThe findings of this study highlight the need for essential policy formulation to protect BOP consumers from deceptive political tactics.Originality/valueThis study develops a model of the effectiveness of voting strategies at the BOP. It also contributes to the literature on social influence theory by indicating how the three social influence processes (compliance, identification and internalization) result in different ways of accepting political influence.

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This review article examines why and how low‐income voters decide to vote for a political candidate. A total of 163 articles in the last 80 years (1944–2023) have been identified through a systematic literature review. Thereafter, the fragmented literature has been organized using a fusion of 3W1H and TCCM (Theory, context, characteristics, and method) frameworks to obtain a comprehensive overview of the low‐income voters' behaviour. Accordingly, the study has explained the voting contexts of poor consumers. Besides, the fundamental theories and methods employed in this research domain have been identified. This study revealed three characteristics of ‘voting choice’ of low‐income consumers (group identity, communication characteristics, and political environment characteristics) that have been further classified under several sub‐themes. This review article pioneers to provide an integrated and organized analysis of the literature on the voting behaviour of low‐income consumers, highlighting critical research gaps in theories, contexts, methods, and antecedents that future researchers can examine to extend the discourse in this realm.