Study On Digital Media Effort To Increase Patronage Of Handicrafts And Handlooms In The State Of Jammu And Kashmir.

Abstract

The role of digital media in increasing patronage for any business is very crucial these days. To enhance customer support for any business, small companies advertise their goods, services, and brands on “social media platforms.” The research tries to find out the efforts of digital media to increase patronage of Kashmiri handicrafts and handlooms in the “State of Jammu and Kashmir.” A survey is conducted on a sample size of 250 workers of Kashmiri handicrafts and handlooms of Jammu and Kashmir through a close-ended questionnaire. According to the correlation and regression results, digital media efforts positively impact the patronage of the Jammu and Kashmiri handlooms and handicrafts businesses, which corresponds to the research objectives and hypotheses. Digital media should help handloom firms use social media as a marketing tool to advertise their products and raise client knowledge of handloom items.