Author(s): Aidin Salamzadeh
Despite their importance, artisans and arts entrepreneurs are among the less studied entrepreneurs in the extant literature. Besides, they are using social media platforms proactively to [co-]create value in recent years (Welsh et al., 2014). On the one hand, arts entrepreneurs generally have less social media skills to explore, evaluate and exploit entrepreneurial opportunities (Zanjani et al., 2013; Bastaman, 2018). On the other hand, their access to such platforms, which are used highly in various societies, is considered an opportunity for them to create more value (Beckman & Hart, 2015; Park & Shin, 2021). Artisans and arts entrepreneurs are promoting their cultures and have a significant role in developing societies (Elias et al., 2018; Rivetti & Migliaccio, 2018). Besides, their engagement in business activities could lead to significant wealth creation.