Adoption of Social Media for Products Marketing in Algerian Traditional and Handicraft Firms: Evidence from Setif Province
Keywords:
Social media marketing, Algerian traditional and handicraft, Industry, Products marketingAbstract
Social media provides opportunities for traditional and handicraft industries to promote products and stimulate sales. Therefore, this study investigates the extent of social media adoption for product marketing among a sample of Algerian traditional and handicraft industries. For that, a questionnaire was administered to 123 randomly selected industries in Setif province. The results revealed moderate social media use for product marketing, along with low awareness of its benefits. The level of usage is strongly associated with awareness but was negligibly affected by age. Experience with social media did not predict usage for marketing. The findings suggest that this sector can further capitalise on social media by increasing managers’ awareness of its advantages and developing strategies to enhance its adoption. Further research should identify specific actions that traditional and handicraft firms can take to fully leverage social media for product promotion and sales growth.
References
Abdeldjebar, S., & Hadji, K. (2016). The Reality of the Algerian Traditional Industry between the Marketing Short-Sightedness and the Challenges of Competition. Al-Riyada for Business Economics, 2(1), 41–59. Retrieved from https://www.asjp.cerist.dz/en/article/67926
Abhijitkaziblog. (2016, November 13). Social Media Marketing in the Indian Handicraft Industry. Presper Technological Services. Retrieved from https://ptsmiceandmedia.wordpress.com/2016/11/13/social-media-marketing-in-the-indian-handicraft-industry/
Alghamdi, E., & Reilly, D. (2013). Social Media Based Business in Saudi Arabia. In: Dalhousie Computer Science In-House Conference. Halifax, Canada. 1–3. Retrieved from https://projects.cs.dal.ca/dcsi/DCSI2013/proceedings/files/paper10.pdf
Appel, G., Grewal, L., Hadi, R. et al. (2020). The Future of Social Media in Marketing. Journal of the Academy of Marketing Science, 48, 79–95. DOI: https://doi.org/10.1007/s11747-019-00695-1
Barefoot, D., & Sabo, J. (2010). Friends with Benefits: A Social Media Marketing Handbook. No Starch Press. Retrieved from https://2u.pw/fMua3
Guettafi S., & Chaa, A. (2018). Electronic Marketing to Solve Marketing Problems in Traditional and Handicraft Industries in Algeria. Revue Etudes en Economie et Commerce et Finance, 7(1), 85–104. Retrieved from https://www.asjp.cerist.dz/en/article/69237
Charchafa, I., & Bouchareb, N. (2020). Marketing in Algerian Traditional and Handicraft Industries through Social Media: Empirical Study. The First Virtual International Scientific Conference “Scientific Research Challenges, Difficulties and Circumstances”, Iraq.
Chi, H. (2011). Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan. Journal of Interactive Advertising, 12(1), 44–61. DOI: https://doi.org/10.1080/15252019.2011.10722190
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L. et al. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59, 102168. Retrieved from https://doi.org/10.1016/j.ijinfomgt.2020.102168
Guha, S., Mandal, A., & Kujur, F. (2021). The Social Media Marketing Strategies and its Implementation in Promoting Handicrafts Products: A Study with Special Reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. Retrieved from https://doi.org/10.1108/jrme-07-2020-0097
Kazungu, I., Matto, G., & Massawe, H. (2017). Social Media and Performance of Micro Enterprises in Moshi Tanzania. International Journal of Academic Research in Business & Social Sciences, 7(5), 144–157. Retrieved from https://doi.org/10.6007/ijarbss/v7-i5/2883
Kumar, D., & Pv, R. (2013). A New Strategic Approach for Marketing of Handicraft Products. International Journal of Applied Services Marketing Perspectives, 2(3), 540–543. Retrieved from https://2u.pw/4Qsas
Makhitha, K. (2016). Risks of Using Social Media as a Marketing Tool for Small Producers in a Developing Country. Risk Governance and Control: Financial Markets & Institutions, 6(3-4), 369–374. Retrieved from https://doi.org/10.22495/rcgv6i4c3art1
Rahadi, D. R., & Abdillah, L. A. (2013). The Utilization of Social Networking as Promotion Media (Case Study: Handicraft Business in Palembang). Cornell University. DOI: https://doi.org/10.48550/arXiv.1312.3532
Secrétariat Général du Gouvernement (1996). Ordonnance n° 96-01 du 10 Janvier 1996 Fixant les Règles Régissant l’Artisanat et les Métiers. Journal Officiel, 35(3), 3–9. Retrieved from https://www.joradp.dz/ftp/jo-francais/1996/f1996003.pdf?znjo=03
Statista. (2025, March 28). Leading Social Media Platforms Used by Marketers Worldwide as of January 2024. Retrieved from https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/
Vaculčikova, Z., Tučkova, Z., & Nguyen, X. T. (2020). Digital Marketing Access as a Source of Competitiveness in Traditional Vietnamese Handicraft Villages. Innovative Marketing, 16(1), 1–10. DOI: https://doi.org/10.21511/im.16(1).2020.01
Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. O’Reilly Media, Inc. Retrieved from https://2u.pw/A5lY1
Weinberg, B. D., & Pehlivan, E. (2011). Social Spending: Managing the Social Media Mix. Business Horizons, 54(3), 275–282. Retrieved from https://doi.org/10.1016/j.bushor.2011.01.008
William Jalil, S., Haris, N., Putit, L., & Awang Shuib, A. (2022). An Exploration into the Drivers of Social Media Usage Among MSME Handicraft Entrepreneurs. Journal of International Business, Economics and Entrepreneurship, 7(1), 53–60. Retrieved from https://doi.org/10.24191/jibe.v7i1.18667
Yuen, T. M., & Baskaran, S. (2023). Going Digital for SMES: Adapting Business Model and Seizing Opportunities to Achieve Sustainable Business Performance. International Journal of Academic Research in Business & Social Sciences, 13(2), 437–449. Retrieved from https://doi.org/10.6007/ijarbss/v13-i2/16370
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ilyes Charchafa, Bilal Kimouche
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.