The book ‘Impact of Social Media Marketing on Consumer Behaviour Toward Handicraft Business in India: An Emerging Study on Selected Districts of Uttar Pradesh’ delves into the dynamic intersection of traditional craftsmanship and modern digital marketing. It explores how social media platforms are reshaping consumer behavior and influencing the growth of the handicraft sector in India, particularly in Uttar Pradesh. By focusing on selected districts, the study provides an insightful analysis of how social media marketing strategies are utilized to enhance handicraft visibility, reach, and sales, ultimately contributing to the socio-economic upliftment of artisans and preserving India's rich cultural heritage.

About the Author

"Dr. Abhishek Kumar Gautam is a distinguished scholar and author specializing in marketing and management within the social sciences. He completed his schooling at JawaharNavodayaVidyalaya in Siddharth Nagar, Uttar Pradesh, and pursued his undergraduate studies (B. Com Hons) at Shri Ram College of Commerce, University of Delhi. He earned his postgraduate Degree in Marketing from Siddharth University, Kapilvastu, Uttar Pradesh. Dr. Gautam qualified for the Junior Research Fellowship (JRF) in Commerce and embarked on his PhD at Indira Gandhi National Tribal University, Amarkantak-a prestigious Central University in Madhya Pradesh, India. Driven by a profound interest in social media, he dedicated his doctoral research to exploring this dynamic field. His scholarly articles demonstrate a robust grasp of marketing principles and a nuanced understanding of the societal impacts of corporate behavior. Dr. Gautam's contributions are invaluable to researchers, practitioners, and students, offering deep insights into the complexities of marketing and the transformative role of digital marketing in the contemporary landscape. Prof. Sukanta Kumar Baral is an acclaimed global academician closely associated with several national and foreign universities for multiple academic and research activities. He has been applauded as a pragmatic visionary who works to comprehend the social and economic factors that sustain poverty cycles globally to assist in developing different successful social programs. Through creative field experiments and rigorous empirical analysis through international collaborations, he has developed a novel approach to deliver by elucidating the connections and contributory ties between policy, poverty, behavior, and socio-economic status. He has contributed 192 research papers, authored 21 books, and edited 26. He is the recipient of many national and international awards. He has earned 7 copyrights and 12 patents. Presently, he is working as Dean -Faculty of Commerce & Management and a Professor at the Department of Commerce, Indira Gandhi National Tribal University (A Central University), Amarkantak, Madhya Pradesh, India."

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