• Bora Anita
• Chhabra Ankur

Story telling has been around us since ages. It has been used as a tool for engaging the listeners at their subconscious cognitive level so that it remains as their permanent memory set. This art of storytelling has been found to be beneficial by many brands and has helped the brands improve their perceived value. Our craft sector which is as old as the history of the human kind has millions of untold stories of its being. This research paper focuses on defining digital storytelling and how its use in social media can influence promotion of the craft sector. To achieve this, an exploratory research was done on a group selected participants. They were asked to express their perceived value and purchase intention for the product on the basis of their exposure to the website content of the selected crafts. On the other hand, another set of respondents was exposed to only digital stories of the craft men depicting their craft journey and their creation. Then the perception on the craft in terms of its commercial value was assessed with the help of another questionnaire. The perceptual mapping of the response was done. This research will help the services providers of the Indian craft to use the tool of storytelling more effectively while promoting the services at national and international platform

Craft Service

"DIGITAL STORYTELLING AND PROMOTION OF INDIAN CRAFT SERVICES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.522-528, March-2019, Available :http://www.jetir.org/papers/JETIR1903J82.pdf

"DIGITAL STORYTELLING AND PROMOTION OF INDIAN CRAFT SERVICES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp522-528, March-2019, Available at : http://www.jetir.org/papers/JETIR1903J82.pdf