Consumer Behaviour and Social Media Influence on Odisha’s Handicrafts Markets

AbstractThe cultural and economic heritage has uplifted in Odisha due to its world-famous art and craft, like Pattachitra, silver filigree, and Pipili applique work. In this socialization generation, these handicrafts have a lot of opportunities to be marketed by various social platforms. They are not only used for selling purposes but also used to showcase and promote the art and craft amongst people worldwide. The study looks into how social media influences the buying behavior of consumers in Odisha’s handicraft market. The motivation for this study is promoting the handicraft products nationwide through digital promotion. Both primary and secondary sources of data have been used for the study. Primary data for this study is based on interviews, questionnaires, and observations from artisans, marketers, consumers, etc. Furthermore, secondary data for this work is based on journals, books, internet information on digital marketing of handicrafts, magazines, etc. The mixed-method approach has been adopted for this study. The main findings suggest that social media plays an important role in the visibility, authenticity, and originality of any type of handicraft work in Odisha. This includes developing visual content, feedback or reviews about products, brand equity, quality as per price, delivery date, and place accessibility for consumers. By utilizing and optimizing social media strategies, the handicraft sector can contribute significantly to India’s vision of Viksit Bharat @ 2047 through artisans, policymakers, consumers, digital marketers, etc., for developing economic empowerment and cultural preservation.