Designing Digital Pathways: Social Media Adoption Among Smock Fabric Weavers in Bolgatanga

Abstract

The smock is a traditional handwoven textile characterized by vibrant designs created to suit diverse tastes and preferences. It is unique and durable, making it suitable for various occasions such as weddings, naming ceremonies, funerals, festivals, and other significant events. Small and Medium Enterprises (SMEs), particularly smock fabric weavers in Bolgatanga, are engaged in producing these distinctive textiles. The business environment has changed rapidly with the advancement of technology, especially with the rise of social media as an accessible marketplace for reaching target customers. Despite this shift, concerns remain regarding the level of social media adoption among these enterprises. Although social media advertising plays an important role in driving sales growth, many business owners and marketers have limited understanding of platforms such as Facebook, Instagram, and TikTok. This study employed a qualitative research approach to gain in-depth insights into participants' experiences and knowledge. Data were collected through in-depth interviews, which provided rich and relevant perspectives aligned with the study objectives. The analysis followed three stages: reviewing transcripts, coding responses, and conducting thematic analysis. A significant majority (n=29) of participants expressed willingness to adopt social media for business purposes, particularly through creating Facebook pages and sharing videos on TikTok to reach customers.