تنمية الموارد البشرية
Volume 18, Numéro 1, Pages 686-703
2023-05-31

Role Of Social Networking Sites In Stay-at-home Women's Handmade Products Marketing” An Exploratory Study”



Authors : Talha Messaouda .

Abstract

This study tries to investigate the role of social networking sites, specifically Facebook, in marketing products handmade by stay-at-home women, through identifying their habits and patterns when using the ‘H’rair Biskra’ Facebook page, as well as defining the motives influencing their use of the page, and mastering the marketing mix element of handmade products. So, in order to fulfill our study goal, we relied on a social survey method, based on a purposive sample consisting of 60 individuals, members of the ‘H’rair Biskra’ Facebook page. For their interrogation, we used the electronic form questionnaire, with the aim of collecting data. We reached several important results; mainly that members of the ‘H’rair Biskra’ page use the still images advertising method to promote their handmade products, since consumers are more responsive to these products. We also noted that the ‘H’rair Biskra’ Facebook page has helped its members in the process of product pricing within the page, depending on customers’ demands. This also has allowed the members to compare the quality of their products to other similar offers. Lastly, the ‘H’rair Biskra’ Facebook page simplifies the means and tools by which members of the page are distributing their products as well as their delivery process, including direct sales and hand-deliveries methods.

Keywords

Social Networking Websites, E-Marketing, Facebook, Handmade Products.

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