The effect of social media marketing on indigenous textiles (kente and tie and dye) in kumasi

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Social media has become a rampant or dominant force in the communication arena with more people joining every day and its development has cut across many industries for which the textiles industry cannot be left out. As the textiles and clothing industry is said to be one of the world’s oldest and most global industries, the study examined the effect of social media marketing on the sale of indigenous textiles particularly in kumasi. A survey was conducted and was divided into demographic, descriptive statistics and a presentation of data based using regression and correlation analysis to determine the relationship between the independent and dependent variables. The project adopted quantitative research designs and data collection where both primary and secondary data sources were used in the case study approach to arrive at the objectives of the study. Questionnaires were administered as well in collecting the primary data from respondent. In all, a total of 60 respondents were interviewed using purposive and snowball sampling to locate them appropriately. The results identified that; indigenous textiles played a vital role in the development and sustainability of kumasi serving as a provision of employment, improvement of mental health, and promotion of culture and tourism as well as reducing the overall income inequality and poverty. The study further showed that social media marketing tools used by businesses were dominated by the use of whatsapp for such purposes. Overall, the study revealed that an increase in sales, reduces cost of doing business, improves customers trust, and promote innovation and creativity. The end result of this ensured the effective promotion of indigenous textiles. Recommendations such as; formulation of developmental policy to support the kente and tie and dye industry, provision and enforcement of legal framework, promotion of culture and tourism, adaption and adoption of technology-driven ideas, and the use of social media for marketing purposes were to be taken into consideration.
A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirement for the degree of master of science (msc) in marketing