Leveraging social media to promote ceramic craftsmanship: pathways to inclusive growth in rural China

Abstract

This study evaluated the impact of a promotional strategy for ceramic craftsmanship through social media platforms on the social relationships and well-being of artisanal masters. The participants in the study were ceramic masters from villages and small towns in the Hebei province, China (Intervention Group, n = 107; Control Group, n = 97), as well as residents from the same villages and towns (n = 110). The participants underwent surveys twice, before the intervention and six months after its initiation. They evaluated their monthly income, overall life satisfaction, and the quality of their social relationships. The key findings indicate a significant increase in the income of masters using social networking platforms, along with a notable improvement in overall life satisfaction. Furthermore, the intervention had a positive impact on social communication within the rural community, leading to improvements in relationships, trust, and participation in community life.

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