Exploiting Social Media Platform to Empower Rural Craft: A Pottery Business Study

Vaishali Silakari1 & Dr. Priti Goswami2
1Ph.D Scholar, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak (M.P).
2Assistant Professor, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak (M.P). India
DOI – http://doi.org/10.37502/IJSMR.2025.8612

Abstract

Increase digitalization is the need of every business to sustain and grow in this competitive environment. Many businesses either big or small strive for online appearances due to its cost effective and easy approachable nature to customers. Rural craft now a day is also making its space in the digital social media platform and pottery is one such rural craft. To deal with challenges of competition and lack of market structure, social media presence is what marks solution to its entire problem concerning marketability through online advertisement, promotion through videos & news links and online campaigns for awareness about product & its benefits. This solution can be practically implemented only if artisans of this rural craft opt for social media platforms. Opting social media brings many challenges especially when artisans lack income & education needed to transform its business from offline to online. Along with artisans’ capability, other factors such as perceived complexity in adoption, infrastructure facilities, government support, competition and cost of technology are also influencing adoption of social media platform.

Keywords: Pottery, Pottery artisans, social media, Social Media Platform, TOE framework.

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