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Adoption of Social Media for Products Marketing in Algerian Traditional and Handicraft Firms: Evidence from Setif Province

Author

Listed:
  • Charchafa Ilyes

    (Ferhat Abbas University Setif 1, Algeria)

  • Kimouche Bilal

    (University of 20 August 1955-Skikda, Algeria)

Abstract

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.

Suggested Citation

  • Charchafa Ilyes & Kimouche Bilal, 2025. "Adoption of Social Media for Products Marketing in Algerian Traditional and Handicraft Firms: Evidence from Setif Province," Naše gospodarstvo/Our economy, Sciendo, vol. 71(2), pages 58-69.
    • Handle: RePEc:vrs:ngooec:v:71:y:2025:i:2:p:58-69:n:1006
    DOI: 10.2478/ngoe-2025-0012
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    More about this item

    Keywords

    Social media marketing; Algerian traditional and handicraft industry; Products marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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