Knowledge, attitudes, and practices on social media marketing among banig artisans in northern Antique: as basis for promotional plan /
Lucrisio G. De Los Santos Jr. [ and three others ]
- ix, 180 pages : illustration ; 28 cm
Includes bibliographic references.
Abstract
Social media serves as a platform generated by users that significantly contributes to the promotion and sale of handmade products, enabling artisans to connect with broader markets and more effectively sway consumer behavior compared to conventional advertising. This research aimed to investigate the knowledge, attitudes, and practices (KAP) of community-based Banig artisans in Northern Antique concerning social media marketing. This study used a quantitative approach through a descriptive-correlational research design. Data were collected using a survey questionnaire given to the Banig artisans. The findings showed that most respondents were older women with considerable experience in weaving. The artisans exhibited moderate knowledge, positive attitudes, and basic engagement in social media marketing. The findings also revealed significant correlations among knowledge, attitudes, and practices, while age, educational level, and experience significantly impacted their engagement in social media marketing. This study found that while Banig artisans have favorable views on social media marketing, their skills in digital marketing are still restricted. Enhancing their digital literacy and marketing abilities via specific training initiatives could boost their online promotion, broaden their market access, and aid in the long-term viability of the Banig weaving sector in Northern Antique.