Why do Artisans and Arts Entrepreneurs use Social Media Platforms?: Evidence from an Emerging Economy

Purpose: Despite their importance, artisans and entrepreneurs in the arts are marginally studied in the context of entrepreneurship, especially in emerging economies where economies partially rely on local handicrafts and artworks. Besides, social media platforms have become useful tools for these artisans and entrepreneurs in the arts to promote their artworks and increase their exposure, reputation, and sales. Nevertheless, the question has remained unanswered about why do these entrepreneurs in the arts and artisans use social media platforms? Therefore, this research concentrates on this question in an emerging economy. Methodology: A qualitative research design is used in this study to explore the reasons why artisans and entrepreneurs in the arts use social media platforms. Three focus group sessions with seven experts were held to propose a research framework. The findings were coded through a two-step coding process and were revised two times in the second and third focus group sessions. Findings/Contribution: Findings reveal that social media platforms and their benefits are currently overlooked, and therefore, more attention needs to be paid to this issue. Policymakers could also use this research's findings to devise relevant policies for improving entrepreneurs in the arts and artisans' status and, therefore, promote their cultural heritage.