000			02311 a2200217 4500
005			20260715140011.0
082			_aTH 378.242 K733 2026
100	1		_aDe Los Santos, Lucrisio G. Jr.
245			_aKnowledge, attitudes, and practices on social media marketing among banig artisans in northern Antique: as basis for promotional plan / _cLucrisio G. De Los Santos Jr. [ and three others ]
264		1	_aSibalom, Antique : _bUniversity of Antique , _c2026
300			_aix, 180 pages : _billustration ; _c28 cm
504			_aIncludes bibliographic references.
520			_aAbstract 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. Keywords: Knowledge, Attitudes, Practices, Banig Artisans, Northern Antique
526			_aTH
650			_aHigher education _vTheses and dissertations
650			_aSocial media marketing
700	1		_aAbiera, Xyla A.
700	1		_aDionela, Clea C.
700	1		_aAmbay, Irah Kaye F.
942			_2ddc _cTH
999			_c41695 _d41695