Dissemination and marketing of artisanal products from indigenous peoples and communities on digital platforms: review of strategies and challenges

Abstract

Crafts represent the history and evolution of civilizations over time. Their preservation and dissemination are vitally important so that regions do not lose their cultural identity. The aim of this article is to highlight research that has focused on the importance of training artisans in digital marketing strategies for using existing platforms to market their craft products. It is noteworthy that they have mainly opted to use social networks such as Facebook and Instagram for this purpose. In conclusion, it is emphasized that these training support strategies for artisans are of utmost importance in reducing the technological gap in this sector of the community and improving their quality of life. It is recommended that these strategies be strengthened and that new digital channels be leveraged to increase training and support for artisans.