Abstract

CARDENAS-DAMIAN, Diana-Citlali; ALVAREZ-CEDILLO, Jesús-Antonio; RODRIGUEZ-RODRIGUEZ, Alejandro  and  ALVAREZ-SANCHEZ, Teodoro. Consumer behavior in the evaluation and appreciation of Mexican handcrafted products through social marketing. RIDE. Rev. Iberoam. Investig. Desarro. Educ [online]. 2023, vol.14, n.27, e548.  Epub Mar 19, 2024. ISSN 2007-7467.  https://doi.org/10.23913/ride.v14i27.1655.

Handmade art is a subjective activity for the viewer, who can change their perspective on the object according to the user's circumstances and the surrounding context. The valuation of artisan art in economic terms is also subjective and can become poorly paid or escalate to the high-cost market. In this research work, we highlight how social networks can improve the value of a craft product. Our research carries out exploratory, descriptive, and bibliographic qualitative research in recent works published in the literature with JCR, Scopus, and Latindex indices. The methodology used produced the fundamental theory enriched in Mead's Symbolic Interactionism. Our research was limited to the artisanal jewelry sector because it is a one hundred percent handmade process when its activity is even strengthened with various technologies. Interviews were conducted with business owners in Mexico City, and each case was analyzed in its digital implementation. Our results show and compare the situation of these companies during and after the SARS COV-2 pandemic to find out the improvements and results of their foray into social networks to analyze the estimated valuation.

Keywords : Consumer behavior; Mexican artisan products; social marketing; social networks; small and medium-sized companies.