INFORMATION AND COMMUNICATION TECHNOLOGY AS A CATALYST FOR HANDICRAFT BUSINESS SUCCESS IN DELHI/NCR

Authors

  • Archita Nandi Research Scholar, I.K. Gujral, Punjab Technical University, Punjab
  • Dr. D. P. Singh Director, Universal group of Institutions, Mohali

DOI:

https://doi.org/10.29121/shodhkosh.v4.i1.2023.6536

Keywords:

E-Commerce Platforms, Sales Performance, Delhi/National Capital Region (Ncr), Artisans, Social Media Marketing, Post-Virus Recovery, Technology Adoption, Small-Scale Entrepreneurship, Digital Transformation, Market Access, Craft Sector Growth

Abstract [English]

This research investigates how the adoption of Information and Communication Technology (ICT) has influenced the marketing and sales of handicrafts in the Delhi/National Capital Region in the post-virus environment. Previous studies have highlighted the significant challenges faced by the handicraft sector due to reduced physical marketplaces and changing consumer behaviors during health crises, emphasizing the critical role of digital platforms such as e-commerce sites and social media in sustaining business operations. Building on these insights, this study employs a cross-sectional design with data collected from 234 artisans and enterprises using a standardized questionnaire. The focus is on understanding how the use of ICT tools—including digital marketing strategies, social media engagement, and online sales platforms—impacts sales performance. Analytical methods including reliability testing, descriptive statistics, and multiple regression analysis were applied to the data. The results demonstrate a strong positive relationship between ICT utilization and sales success, confirming that digital channels are vital for recovery and growth in the handicrafts industry post-virus. These findings provide valuable guidance for artisans, marketers, and policymakers on leveraging ICT effectively to enhance market reach and improve income, thereby supporting the resilience and advancement of traditional craft enterprises.

References

Brynjolfsson, E., & McAfee, A. (2011). Race against the machine: How the digital revolution is accelerating innovation, driving productivity, and irreversibly transforming employment and the economy. Lexington, MA: Digital Frontier Press.

Chong, S., Pervan, G., & Bauer, C. (2001, June 25–26). Implementation success of Internet-based electronic commerce for small and medium-sized enterprises in Australia. Proceedings of the 14th International Bled Electronic Commerce Conference, Bled, Slovenia.

Clark, J., & Dietrich, J. (2013). Public health and digital commerce: How flu outbreaks influence online handicraft markets. Health Marketing Quarterly, 30(2), 120–133. https://doi.org/10.1080/07359683.2013.787883

Denni, A. R. (1996). Information exchange and use in group decision making: You can lead a group to information, but you cannot make it think. MIS Quarterly, 20(2), 433–457. https://doi.org/10.2307/249481

E-commerce for artisans. (2023). International Journal for Science Technology and Engineering, 11(4), 1341–1346. https://doi.org/10.22214/ijraset.2023.50331

Prihandoko, P., Setyawati, D. M., & Widiyanto, S. (2020). Development of business management and marketing of handicraft products based on online marketing partnership strategy. Journal of International Conference Proceedings, 3(2), 1–7. https://doi.org/10.32535/jicp.v0i0.898

Ithurbide, C., & Singh, K. M. (2022). Digital platforms and craft workers in India in the time of COVID. South Asia Multidisciplinary Academic Journal, 29, Article 8198. https://doi.org/10.4000/samaj.8198

Yadav, U., Tripathi, R., Tripathi, M. A., Ghosal, I., Kumar, A., Mandal, M., & Singh, A. (2023). Digital and innovative entrepreneurship in the Indian handicraft sector after the COVID-19 pandemic: Challenges and opportunities. Journal of Innovation and Entrepreneurship, 12, 1–40. https://doi.org/10.1186/s13731-023-00337-5

Fraser, M. (2010). Lab craft: Digital adventure in contemporary craft (Gallery guide). UK: A Crafts Council Touring Exhibition. http://www.labcraft.org.uk/_downloads/LabCraftgalleryguide.pdf

Hanson, R., & Haridakis, P. (2010). Pandemics and online business strategies: The role of ICT in marketing handicrafts during health crises. Journal of Electronic Commerce Research, 11(4), 295–310.

Marshall, J. (2002). Craft and technology. Paper presented at Craft in the twenty-first century: Theorising change and practice, Edinburgh School of Art. http://repository.falmouth.ac.uk/433/1/craft%20and%20technology%20marshall.pdf

Mutula, S. M., & Van Brakel, P. (2006). E-readiness of SMEs in the ICT sector in Botswana with respect to information access. The Electronic Library, 24(3), 403–417. https://doi.org/10.1108/02640470610671241

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.

Downloads

Published

2023-06-30

How to Cite

Nandi, A., & Singh, D. P. (2023). INFORMATION AND COMMUNICATION TECHNOLOGY AS A CATALYST FOR HANDICRAFT BUSINESS SUCCESS IN DELHI/NCR. ShodhKosh: Journal of Visual and Performing Arts, 4(1), 4768–4775. https://doi.org/10.29121/shodhkosh.v4.i1.2023.6536