Social Influence in Mobile Phone Adoption: Evidence from the Bottom of Pyramid in Emerging Asia

22 Pages Posted: 4 Mar 2010 Last revised: 9 Mar 2010

See all articles by Harsha de Silva

Harsha de Silva

LIRNEasia

Dimuthu Ratnadiwakara

University of Houston - C.T. Bauer College of Business, Students

Ayesha Zainudeen

LIRNEasia

Date Written: 2009

Abstract

This paper attempts to quantitatively measure the various influences on mobile phone adoption at the bottom of the pyramid (BOP) in Bangladesh, Pakistan, India, Sri Lanka, Philippines and Thailand. Based on an existing theoretical framework adoption is modeled by fitting a logit model to a large six country dataset. The study finds evidence for the importance of social influence in mobile adoption in two modes: one that exerts pressure on individuals to adopt; and another that helps generate benefits via social networks that are tied in with economic and business networks. The paper elaborates on the resulting social policy implications for using mobile telephone services to fight poverty at the BOP in these and similar countries.

Suggested Citation

de Silva, Harsha and Ratnadiwakara, Dimuthu and Zainudeen, Ayesha, Social Influence in Mobile Phone Adoption: Evidence from the Bottom of Pyramid in Emerging Asia (2009). Available at SSRN: https://ssrn.com/abstract=1564091 or http://dx.doi.org/10.2139/ssrn.1564091

Harsha De Silva (Contact Author)

LIRNEasia ( email )

12, Balcomb Place
Colombo, 00800
Sri Lanka

Dimuthu Ratnadiwakara

University of Houston - C.T. Bauer College of Business, Students ( email )

Houston, TX
United States
713-743-4937 (Phone)

Ayesha Zainudeen

LIRNEasia ( email )

12, Balcomb Place
Colombo, 00800
Sri Lanka

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