Proceedings of Innovative Multidisciplinary Approaches to Global Challenges: Sustainability, Equity, and Ethics in an Interconnected World (IMASEE 2025)

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Leveraging Social Media Platforms for Local Artisans: A Study of social media as a Catalyst for Craft Sustainability

Authors
Neysa Vas1, *, Kalpana Munjal2
1Research Scholar, Fashion & Textile Design, Vivekananda Global University, Jaipur, India
2Associate Professor, Fashion & Textile Design, Vivekananda Global University, Jaipur, India
*Corresponding author. Email: neysavas@gmail.com
Corresponding Author
Neysa Vas
Available Online 14 June 2025.
DOI
10.2991/978-2-38476-416-7_26How to use a DOI?
Keywords
Local artisans; Instagram; Social media; Craft sustainability; Market access
Abstract

Social media platforms have revolutionized the promotion of traditional crafts, offering local artisans innovative ways to showcase their work and connect with a global audience. Among these platforms, Instagram stands out for its visually engaging content and extensive reach, making it a valuable tool for artisans to exhibit their craftsmanship, engage with consumers, and expand beyond geographical limitations. This study examines the advantages and challenges of using Instagram as a marketing platform for artisans. The research is divided into two categories: the first explores current marketing practices of 24 artisans actively using Instagram, while the second investigates the reasons why some artisans avoid social media and examines their marketing challenges and openness to adopting digital tools. Findings reveal significant gaps in technological knowledge and digital marketing expertise among artisans, a need for cross-functional collaboration to implement effective strategies, and Instagram’s potential to enhance visibility, engagement, and market access. The study concludes that Instagram is a powerful platform for promoting artisanal products, as evidenced by increased follower growth, customer interactions, and improved marketability.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of Innovative Multidisciplinary Approaches to Global Challenges: Sustainability, Equity, and Ethics in an Interconnected World (IMASEE 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 June 2025
ISBN
978-2-38476-416-7
ISSN
2352-5398
DOI
10.2991/978-2-38476-416-7_26How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Neysa Vas
AU  - Kalpana Munjal
PY  - 2025
DA  - 2025/06/14
TI  - Leveraging Social Media Platforms for Local Artisans: A Study of social media as a Catalyst for Craft Sustainability
BT  - Proceedings of Innovative Multidisciplinary Approaches to Global Challenges: Sustainability, Equity, and Ethics in an Interconnected World (IMASEE 2025)
PB  - Atlantis Press
SP  - 540
EP  - 583
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-416-7_26
DO  - 10.2991/978-2-38476-416-7_26
ID  - Vas2025
ER  -