Title: Artisan entrepreneurship through social media campaigns: a review

Authors: Sriparna Guha; Anirban Mandal; Fedric Kujur; Sandeep Poddar

Addresses: Department of Business Analytics, GITAM Deemed to be University, Gandhi Nagar, Rushikonda, Visakhapatnam, Andhra Pradesh, 530045, India ' Department of Management, ICFAI Business School, Plot Y1, EP Block, Sector V, Bidhannagar, Kolkata, West Bengal, 700091, India ' Department of Management, XISS, Ranchi, Dr. Camil Bulcke Path, Pathalkudwa, Nayatoli, Ranchi, Jharkhand, 834001, India ' Lincoln University College, Wisma Lincoln, No. 12-18, Off Jalan Perbandaran, SS6/12, Kelana Jaya, 47301 Petaling Jaya, Selangor D.E. Malaysia

Abstract: This article focuses on the research conducted on the uses of social media marketing in promoting handicraft products. An overview is given on the main themes of craft enterprise in terms of the selling of products through social media. This helps to develop a fresh and emerging market area for artisan entrepreneurship. A range of online databases were searched to provide a comprehensive listing of journal articles on social media marketing and its execution in promoting handicraft products. Therefore, the aim of this literature review is to gather a broader overview of the field of 'social media marketing, handicraft items and artisan entrepreneurship', and to explore how these topics are related after concentrating on each area. The results are important to the theory and have valuable and direct impacts on social media marketing. This paper offers recommendations for future research on artisanal entrepreneurship.

Keywords: social media marketing; SMM; handicraft products; artisan; entrepreneurship; literature review.

DOI: 10.1504/IJESB.2024.136949

International Journal of Entrepreneurship and Small Business, 2024 Vol.51 No.4, pp.453 - 468

Received: 26 Aug 2021
Accepted: 30 Sep 2021
Published online: 01 Mar 2024 *

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