Abstract

The indigenous handmade product businesses are turning to social media advertisements to break the structural barriers of the market, although there is limited empirical data on how these tools are adopted and utilized in the Global South creative economies. This paper examines the approaches of small and medium enterprises (SMEs) that manufacture indigenous handmade products in Kumasi, Ghana to advertising via social media. Based on the Technology Acceptance Model, the Resource-Based View, and the Social Media Engagement Theory, the research has qualitative case studies based on in-depth interviews, participant observation, and visual-content analyses of the chosen SMEs. Results show that social networking sites play both promotional and hybrid roles as a socio-commercial space within which culture, craftsmanship, and market share both similarities and differences. The main characteristics of SME implementation of social media advertising include the ability to see it as useful, economical, and convenient with ease of use and formalized digital marketing skills. The indigenous knowledge, artisanal prowess, and cultural narration become a valuable resource to be differentiated due to handmade products and increase customer confidence. The visitor participation tools like comments, one to one direct messaging, and customer feedback are critical as mediators to drive specified purchasing choices since in certain circumstances, this is enough to offset the under exploitation of formal analytic tools and performance indicators. Nevertheless, the issues with algorithmic visibility, unequal advertising results and the conflicts between commercialization and cultural authenticity remain. The research has implications on the theoretical landscape because it situates technology adoption and resources mobilization within indigenous creative business and provides the policymaking, practice, and development stakeholders with effective insights to facilitate inclusive digital entrepreneurship and cultural sustainability within the emerging economies.