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Utilitarian or entertainment? Value obtained from mobile phones by users in low socioeconomic strata in emerging markets

Utilitarian or entertainment? Value obtained from mobile phones by users in low socioeconomic... This research empirically investigates the differential roles of utility and entertainment on the value obtained from the use of mobile phones by users belonging to low-income groups in emerging markets.Design/methodology/approachThis research reports the findings from an investigation that obtains data through a survey of mobile phone users from urban and rural areas across five emerging markets. Structural equation modeling is used to analyze the data obtained.FindingsStudy findings demonstrate that users obtain utility, social as well as entertainment value from mobile phones.Research limitations/implicationsThis investigation uses the capability approach for conceptualizing the capabilities obtained from mobile phones by users from lower socioeconomic strata, a theoretical lens that is particularly suited for explaining behavior that may represent well-being of the user group.Practical implicationsManagers may explore whether the platform of entertainment is a suitable vehicle for offering additional services. This study’s findings also suggest that creating value for customers should be a primary concern in emerging markets, similar to that in developed markets.Originality/valueThis research is among a few that report investigations into the differential roles of utility and entertainment on the value obtained from mobile phones. This study also presents differences in terms of: urban versus rural, younger versus older and male versus female subgroups. This research presents a large-scale multicountry empirical study investigating mobile phone use by users from lower socioeconomic groups in emerging markets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sociology and Social Policy Emerald Publishing

Utilitarian or entertainment? Value obtained from mobile phones by users in low socioeconomic strata in emerging markets

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References (76)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0144-333X
DOI
10.1108/ijssp-04-2020-0111
Publisher site
See Article on Publisher Site

Abstract

This research empirically investigates the differential roles of utility and entertainment on the value obtained from the use of mobile phones by users belonging to low-income groups in emerging markets.Design/methodology/approachThis research reports the findings from an investigation that obtains data through a survey of mobile phone users from urban and rural areas across five emerging markets. Structural equation modeling is used to analyze the data obtained.FindingsStudy findings demonstrate that users obtain utility, social as well as entertainment value from mobile phones.Research limitations/implicationsThis investigation uses the capability approach for conceptualizing the capabilities obtained from mobile phones by users from lower socioeconomic strata, a theoretical lens that is particularly suited for explaining behavior that may represent well-being of the user group.Practical implicationsManagers may explore whether the platform of entertainment is a suitable vehicle for offering additional services. This study’s findings also suggest that creating value for customers should be a primary concern in emerging markets, similar to that in developed markets.Originality/valueThis research is among a few that report investigations into the differential roles of utility and entertainment on the value obtained from mobile phones. This study also presents differences in terms of: urban versus rural, younger versus older and male versus female subgroups. This research presents a large-scale multicountry empirical study investigating mobile phone use by users from lower socioeconomic groups in emerging markets.

Journal

International Journal of Sociology and Social Policy – Emerald Publishing

Published: May 26, 2021

Keywords: Capability approach; Mobile phones; value-in-use; Low socioeconomic strata; Emerging markets; Entertainment value; Economic benefit; Social benefit

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