KNOWLEDGE AND ATTITUDE OF RURAL WOMEN WEAVERS TOWARDS SOCIAL MEDIA MARKETING
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Authors
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DEEKSHITA DUTTA and T. RADHA
Dept. of Home Science Extension Education, School of Home Science, Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore-641043
Keywords:
Attitude, Handloom weavers, Knowledge, Rural women, Social media marketingAbstract
The objective of this research is to find out the level of knowledge of50 women weavers on
social media marketing and their attitude towards the same.The study was conducted in the state of
Assam between August and September, 2021 and the district Lakhimpur was selected as the study
area.Two villages were selected randomly and a sample of 25 weavers were selected from each
village,thus, the making total sample size of 50. The main findings of the study revealed that more
than half (60%) of the respondents has medium level knowledge on social media marketing and its
sites and 40% have unfavourable attitude towards it. However, it is also worth mentioning that nearly
equal number of respondents (38%) have favourable attitude. The women weaved different types of
fabrics like cotton and silk and some of the noteworthy garments are the traditional mekhe lachadar
of Assam and Gamusa.
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