RISKS OF USING SOCIAL MEDIA AS A MARKETING TOOL FOR SMALL PRODUCERS IN A DEVELOPING COUNTRY

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Khathutshelo M. Makhitha ORCID logo

https://doi.org/10.22495/rcgv6i4c3art1

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Abstract

The aim of this secondary research is to determine the suitability of social media as an element of marketing communication for craft producers. Secondary research was used to determine the suitability of social media as an element of marketing communication for craft producers in an emerging country. The growth in the craft market is also associated with the rise in local interest in South African craft fuelled by trends towards ethnic, rustic, earthy styles and increasing national pride and the return of local values. The consulted secondary resources confirm that social media has the potential to help crafters to create better brand awareness, better relationships with customers, and increase sales via these mechanisms. However, the major challenge for craft producers to use social media as a communication tool will be limited resources and illiteracy. The research recommends that the South African government provide support in the form of a centralized marketing agency that uses social media to promote craft producers products.

Keywords: Crafters, Social Media, Brand Awareness, Marketing Communication, Risks

How to cite this paper: Makhitha, KM. (2016). Risks of using social media as a marketing tool for small producers in a developing country. Risk governance & control: financial markets & institutions, 6(4-3), 369-374. https://doi.org/10.22495/rcgv6i4c3art1