DATA-DRIVEN PROMOTION STRATEGIES FOR FOLK ARTISTS
DOI:
https://doi.org/10.29121/shodhkosh.v6.i5s.2025.6901Keywords:
Folk Artists, Data-Driven Promotion, Cultural Heritage Marketing, Audience Analytics, Digital Engagement OptimizationAbstract [English]
The folk artists are very important in the process of conserving the intangible cultural heritage, however, their presence and access to the market are restricted by the disjointed promotional channels, informal marketing and lack of data-driven decisions. As the digital platforms and social media, as well as online marketplaces, continue to grow, there is an expanding possibility to use data analytics to advance reach, sustainability, and economic resilience of the folk art communities. This research aims, first of all, to design and test the data-driven promotion strategies and maximize the audience, engagement, and sales outcomes of folk artists without interfering with the culture. The research is based on a mixed-method, data-driven approach, which is an integration of descriptive analytics, prediction models based on machine learning, and audience segmentation methods. Materials of digital interactions obtained in the social media platforms, online exhibitions and e-commerce portals are processed with the help of feature extraction, clustering and supervised learning models to determine the major visibility and demand drivers. Random Forest and Gradient Boosting models are used to predict the probability of engagement and conversion, and the effectiveness of promotional strategy is tested with the help of A/B testing. The results of these experiments show that data-intensive promotion strategies enhance the audience engagement rate by 28-35 percent and sales conversion rate by 22-27 percent in comparison with conventional and intuition-based promotion. The values of precision and recall (greater than 0.85) in engagement prediction suggest that the model performs well. The results indicate the importance of individual content timing, platform-specific approach, and demographic targeting. Altogether, the given framework offers a scalable, evidence-based framework of empowering folk artists, making an informed promotional decision, and facilitating the long-term sharing of cultural heritage in digital ecosystems.
References
Bassier, M., Bonduel, M., Derdaele, J., and Vergauwen, M. (2020). Processing Existing Building Geometry for Reuse as Linked Data. Automation in Construction, 115, 103180. https://doi.org/10.1016/j.autcon.2020.103180 DOI: https://doi.org/10.1016/j.autcon.2020.103180
Carmela, C. (2020). NexT: A Framework for Next-Place Prediction on Location-Based Social Networks. Knowledge-Based Systems, 204, 106205. https://doi.org/10.1016/j.knosys.2020.106205 DOI: https://doi.org/10.1016/j.knosys.2020.106205
Ciuculescu, E.-L., and Luca, F.-A. (2024). How can Cities Build Their Brand Through Arts and Culture? An Analysis of Ecoc Bidbooks from 2020 to 2026. Sustainability, 16(8), 3377. https://doi.org/10.3390/su16083377 DOI: https://doi.org/10.3390/su16083377
Elahi, S. (2022, May 11–13). Investigating the Role of Vernacular Architecture as a Sustainable and Eco-Friendly Architecture in City Branding. In Proceedings of the 5th International Conference of Contemporary Affairs in Architecture and Urbanism (ICCAUA-2022). https://doi.org/10.38027/ICCAUA2022EN0080 DOI: https://doi.org/10.38027/ICCAUA2022EN0080
Farella, E. M., Malek, S., and Remondino, F. (2022). Colorizing the Past: Deep Learning for the Automatic Colorization of Historical Aerial Images. Journal of Imaging, 8(10), 269. https://doi.org/10.3390/jimaging8100269 DOI: https://doi.org/10.3390/jimaging8100269
Kasemsarn, K. (2024). Applying Classic Literature to Facilitate Cultural Heritage Tourism for Youth Through Multimedia E-Book. Heritage, 7(9), 5148–5173. https://doi.org/10.3390/heritage7090243 DOI: https://doi.org/10.3390/heritage7090243
Kasemsarn, K., and Nickpour, F. (2025). Digital Storytelling in Cultural and Heritage Tourism: A Review of Social Media integration and Youth Engagement Frameworks. Heritage, 8(6), 200. https://doi.org/10.3390/heritage8060200 DOI: https://doi.org/10.3390/heritage8060200
Lin, X., Shen, Z., Teng, X., and Mao, Q. (2024). Cultural Routes as Cultural Tourism Products for Heritage Conservation and Regional Development: A Systematic Review. Heritage, 7(5), 2399–2425. https://doi.org/10.3390/heritage7050114 DOI: https://doi.org/10.3390/heritage7050114
Liu, J., Meng, B., Wang, J., Chen, S., Tian, B., and Zhi, G. (2021). Exploring the Spatiotemporal Patterns of Residents' Daily Activities Using Text-Based Social Media Data: A Case Study of Beijing, China. ISPRS International Journal of Geo-Information, 10(6), 389. https://doi.org/10.3390/ijgi10060389 DOI: https://doi.org/10.3390/ijgi10060389
Minatel, D., Ferreira, V., and Lopes, A. D. A. (2021). Local-Entity Resolution for Building Location-Based Social Networks by using Stay Points. Theoretical Computer Science, 851, 62–76. https://doi.org/10.1016/j.tcs.2020.10.013 DOI: https://doi.org/10.1016/j.tcs.2020.10.013
Moral-Andrés, F., Merino-Gómez, E., Reviriego, P., and Lombardi, F. (2022). Can Artificial Intelligence Reconstruct Ancient Mosaics? Studies in Conservation, 1–14.
Münster, S., Maiwald, F., di Lenardo, I., Henriksson, J., Isaac, A., Graf, M. M., Beck, C., and Oomen, J. (2024). Artificial Intelligence for Digital Heritage Innovation: Setting up a RandD Agenda for Europe. Heritage, 7(2), 794–816. https://doi.org/10.3390/heritage7020038 DOI: https://doi.org/10.3390/heritage7020038
Nursanty, E., Husni, M. F. D., Rusmiatmoko, D., and Destiawan, W. (2023). Balancing Heritage Preservation and City Branding: Prospects and Strategies for Vernacular Architecture in Indonesia. ISVS E-Journal, 10(1), 225–243. DOI: https://doi.org/10.59810/archimane.v1i2.17
Ramadhani, I. S., and Indradjati, P. N. (2023). Toward Contemporary City Branding in the Digital Era: Conceptualizing the Acceptability of City Branding on Social Media. Open House International, 48(4), 666–682. https://doi.org/10.1108/OHI-08-2022-0213 DOI: https://doi.org/10.1108/OHI-08-2022-0213
Rei, L., Mladenic, D., Dorozynski, M., Rottensteiner, F., Schleider, T., Troncy, R., Lozano, J. S., and Salvatella, M. G. (2023). Multimodal Metadata Assignment for Cultural Heritage Artifacts. Multimedia Systems, 29(4), 847–869. https://doi.org/10.1007/s00530-022-01025-2 DOI: https://doi.org/10.1007/s00530-022-01025-2
Rodríguez-Illera, J. L., Barberà Gregori, E., and Molas-Castells, N. (2021). Reasons and Mediators in the Development and Communication of Personal Digital Stories. Education and Information Technologies, 26(5), 4093–4109. https://doi.org/10.1007/s10639-021-10460-z DOI: https://doi.org/10.1007/s10639-021-10460-z
Rubio-Hurtado, M. J., Fuertes-Alpiste, M., Martínez-Olmo, F., and Quintana, J. (2022). Youths' Posting Practices on Social Media for Digital Storytelling. Journal of New Approaches in Educational Research, 11(1), 97–113. https://doi.org/10.7821/naer.2022.1.729 DOI: https://doi.org/10.7821/naer.2022.1.729
Wang, B., Meng, B., Wang, J., Chen, S., and Liu, J. (2021). Perceiving Residents' Festival Activities Based on Social Media Data: A Case Study In Beijing, China. ISPRS International Journal of Geo-Information, 10(7), 474. https://doi.org/10.3390/ijgi10070474 DOI: https://doi.org/10.3390/ijgi10070474
Wongpracha, B., Kasemsarn, K., Patcharawit, K., Mungkornwong, K., and Sumthumpruek, A. (2024). A Conceptual Framework and Website Design for Promoting Cultural Tourism in Kalasin Province for Travelers Using Big Bikes. Journal of Mekong Societies, 20(1), 158–184.
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Mr. Subash Chandra Tripathy, Pooja Yadav, Jaichandran Ravichandran, Dikshit Sharma, Sharayu S. Sangekar, Rajesh Raikwar
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
