The role of social media in artisanal production

Foster, Derek; Kirman, Ben; Linehan, Conor; Lawson, Shaun

doi:10.1145/3131085.3131117

Cited by 8 publications

(4 citation statements)

References 32 publications

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“…Some key reasons were identified for using social media such as low cost, quick recognition, worldwide distribution area and direct consumer engagement for more personal communication with customers (Rianto Rahadi and Andretti Abdillah, 2013). Another case study of craft beer in the UK demonstrated the role of social media to strengthen the relationship between small artisan industries and their consumers (Foster et al, 2017).…”

Section: Social Media Marketing In the Handicraft Industrymentioning

confidence: 99%

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Guha

Mandal

Kujur

2021

JRME

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Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

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Section: Social Media Marketing In the Handicraft Industrymentioning

confidence: 99%

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Guha

Mandal

Kujur

2021

JRME

View full text Add to dashboard Cite

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“…Social media and current trends contributed the most to this change". Interesting research [73] showcases how the utilization of social media cultivates a communal storyline that involves both producers and consumers in the realm of artisanal products and their principles. Recognized as vital participants within the craft beer community, stakeholders encompass craft brewers, retailers, bloggers, and enthusiasts.…”

Section: Social Media and Marketingmentioning

confidence: 99%

The Growth in Demand for Craft Beer and the Proliferation of Microbreweries in Slovenia

Faganel,

Rižnar

2023

Beverages

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The craft brewing industry is in a constant state of evolution. Over recent years, the craft beer sector has experienced rapid growth, and this trajectory is expected to persist. Microbreweries, in contrast to traditional industrial beer production, actively encourage the exploration of diverse beer styles, embrace the trend of championing local and regional ingredients, and maintain a strong focus on quality while resurrecting historic beer varieties. An analysis of interviews conducted with microbrewers in Slovenia featured in Slovenian daily newspapers revealed recurring categories that shed light on the drivers behind this flourishing artisanry. These findings are further discussed in the context of the existing scientific literature. Notably, a range of factors were identified as contributing to the growth of this sector. Among these factors, the desire for distinctive, authentic, locally rooted, and non-standardized flavours, styles, and ingredients, often accompanied by an inspiring and compelling brewer’s or creator’s narrative, played a pivotal role in attracting consumers. These results can inform microbrewers production, distribution, marketing, and pricing strategies. They are also relevant to the country policymakers supporting local hops production and local brewing.

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“…A growing body of HCI work has examined the digital innovation within traditional handicraft, both within Western [11,13,37,54] and developing contexts [53,64]. Such work has explored digital technologies for accessing and storing tangible and intangible cultural heritage [13], particularly in interactive museums [37] to support richer user engagement.…”

Section: Crafts and Practices In Hcimentioning

confidence: 99%

Designing for the Infrastructure of the Supply Chain of Malay Handwoven Songket in Terengganu

Zhang

Sas

Lambert

et al. 2019

Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems

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The growing HCI interest in developing contexts and cultural craft practices is ripe to focus on their underexplored homegrown sociotechnical infrastructures. This paper explores the creative infrastructural actions embedded within the practices of songket's supply chain in Terengganu, Malaysia. We report on contextual interviews with 92 participants including preparation workers, weavers, designers, merchants, and customers. Findings indicate that increased creative infrastructural actions are reflected in these actors' resourcefulness for mobilizing information, materials, and equipment, and for making creative artifacts through new technologies weaved within traditional practices. We propose two novel approaches to design in this craft-based infrastructure. First, we explore designing for the social layer of infrastructure and its mutually advantageous exploitative relationships rooted in culture and traditions. Second, we suggest designing for roaming value-creation artifacts, which blend physical and digital materializations of songket textile design. Developed through a collaborative and asynchronous process, we argue that these artifacts represent less-explored vehicles for value co-creation, and that sociotechnical infrastructures as emerging sites of innovation could benefit from HCI research.

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The role of social media in artisanal production

Cited by 8 publications

References 32 publications

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

The Growth in Demand for Craft Beer and the Proliferation of Microbreweries in Slovenia

Designing for the Infrastructure of the Supply Chain of Malay Handwoven Songket in Terengganu

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