Success factors of selling handicrafts on Facebook (case of pate in Iran)
Abstract
Along with the significant rise in social media users, many companies have sought to tap this market to attract more customers for selling traditional goods. The main objective of the present study was to test the factors such as market trends, social responsibility, media power, push rivals, relationship management, and managing online customers on the improvement of selling Pate (a traditionally sewn, patterned Iranian fabric) via Facebook in Kerman (a large city in southeast Iran). 196 managers at the Pate workshops were surveyed through a questionnaire, and the collected data is analyzed through AMOS and SPSS. Results show that market trends, media power, and relationship management increase Pate sales on Facebook and should be considered by Pate workshop owners more wisely. However, the effect of corporate social responsibility, push rivals, and managing online customers on sale improvement was not significant. This research is intended to be a basis for developing traditional products and establishing effective positioning in various markets by continuously monitoring customer feedback and addressing their immediate concerns on Facebook.
Copyright (c) 2025 Author(s)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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