Article: An inventive coupled approach of Pearson correlation and principal component while analysing the sustainability of digital marketing for the Indian handicraft artisans Journal: International Journal of Innovation and Sustainable Development (IJISD) 2024 Vol.18 No.5/6 pp.761 - 777 Abstract: The Indian handicraft industry has contributed to India's economy by employing the economically weaker society, especially women. Due to a lack of awareness and knowledge related to recent marketing trends, Indian artisans face many challenges in reaching their target audience. The study has highlighted 15 critical factors that influence digital platforms in the handicraft industry. Pearson correlation was employed for analysing the relation between random factors, with 98% significance. Secondly, the weights of the factors were derived using principal component analysis (PCA). The Pearson relation shows that proper training and generation of awareness will increase tax collection, and direct selling will enhance the broader coverage of the market. The PCA outlines the internet and connectivity as the most critical factor with weight (11.2), followed by gender bias (10.8) and digital illiteracy (10.36). The negligence of the factors creates a barrier to using digital marketing platforms. The study indicates that due to a lack of awareness and knowledge related to recent marketing trends, Indian artisans face a lot of challenges to reach their target audience. Inderscience Publishers - linking academia, business and industry through research

Title: An inventive coupled approach of Pearson correlation and principal component while analysing the sustainability of digital marketing for the Indian handicraft artisans

Authors: Uma Anurag; Simran Kaur

Addresses: Faculty of Commerce, Manav Rachna International Institute of Research and Studies, Faridabad, Haryana, 121001, India ' Faculty of Commerce, Manav Rachna International Institute of Research and Studies, Faridabad, Haryana, 121001, India

Abstract: The Indian handicraft industry has contributed to India's economy by employing the economically weaker society, especially women. Due to a lack of awareness and knowledge related to recent marketing trends, Indian artisans face many challenges in reaching their target audience. The study has highlighted 15 critical factors that influence digital platforms in the handicraft industry. Pearson correlation was employed for analysing the relation between random factors, with 98% significance. Secondly, the weights of the factors were derived using principal component analysis (PCA). The Pearson relation shows that proper training and generation of awareness will increase tax collection, and direct selling will enhance the broader coverage of the market. The PCA outlines the internet and connectivity as the most critical factor with weight (11.2), followed by gender bias (10.8) and digital illiteracy (10.36). The negligence of the factors creates a barrier to using digital marketing platforms. The study indicates that due to a lack of awareness and knowledge related to recent marketing trends, Indian artisans face a lot of challenges to reach their target audience.

Keywords: digital marketing; handicraft; artisans; Pearson correlation; PCA; principal component analysis; P-value.

DOI: 10.1504/IJISD.2024.140829

International Journal of Innovation and Sustainable Development, 2024 Vol.18 No.5/6, pp.761 - 777

Received: 21 May 2022
Accepted: 25 Oct 2022
Published online: 03 Sep 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article

Title: An inventive coupled approach of Pearson correlation and principal component while analysing the sustainability of digital marketing for the Indian handicraft artisans

Keep up-to-date