Title: Effectiveness of utilising social media marketing to promote handicrafts: a comprehensive analysis from society standpoint

Authors: Jugal Kishor; Swati Sharma

Addresses: Central University of Rajasthan, Ajmer, India ' School of Business and Commerce, Manipal University Jaipur, Jaipur, Rajasthan, India

Abstract: The rich tapestry has given rise to tangible objects, such as handicrafts, which are expressions of human ability, devotion, and creativity. Many experts in the field have stressed the many advantages of handmade items, praising their beneficial effects on both society and the environment. Focusing on the promotional aspect of Indian handicraft items using different social media platforms is the purpose of this research. Recognition, perception, and product value are the three metrics that the research uses to evaluate the efficacy of social media marketing campaigns targeting handmade items. This empirical study employed a questionnaire administered offline to gather data from 386 samples, which were then analysed using structural equation modelling. This study's results demonstrated that SMM for handmade goods significantly influenced the development of product perception, product recognition, and product value. In the social media setting, this research likewise showed that product value had a favourable and substantial effect on customers' intentions to buy handmade items.

Keywords: digital society; society; handicraft; social media marketing; SSM; strategy.

DOI: 10.1504/IJPM.2025.148607

International Journal of Procurement Management, 2025 Vol.24 No.2, pp.174 - 202

Received: 02 Feb 2024
Accepted: 14 Feb 2024
Published online: 15 Sep 2025 *

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