Thesis
How crochet microentrepreneurs use social media to create a successful business model
Master of Science (M.S.), Drexel University
Dec 2023
DOI:
https://doi.org/10.17918/00001948
Abstract
In the wake of the COVID-19 pandemic lockdown, crafts and fabric arts quickly rose in popularity amongst younger generations and has been the focus of viral content across social media platforms such as TikTok and Instagram. In this study, interviews were conducted with five young crochet microentrepreneurs who use their large followings on social media platforms to market their patterns and finished objects to customers. Analysis of these interviews delved into recurring themes related to each of the subject's business practices. These include challenges with determining pricing that fairly compensates the creator, the advantages and disadvantages of hosting a storefront on the online marketplace Etsy, the pattern testing process within the online crochet community, and their approach to social media marketing. This research gives insight on the time, effort, and struggles faced by craft microentrepreneurs who use social media to promote their business.
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Details
- Title
- How crochet microentrepreneurs use social media to create a successful business model
- Creators
- Erin Jayne McKenzie
- Contributors
- Pamela Yau (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 76 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991021819015504721