Indigenous business owners get culturally sensitive digital marketing coaching
Ethnobotany
This study covers small business training in an Indonesian community and has no connection to plants, gardening, or botany.
This article is about a community outreach project, not plant science. Researchers worked with small business owners in the Outer Baduy indigenous community of Indonesia to help them use social media and online stores more confidently, while respecting cultural norms that make some owners shy about appearing on camera. There's no botanical content here.
Key Findings
Most Outer Baduy MSMEs already have social media accounts and use digital devices but underuse them for promotion
Business owners reported embarrassment or lack of confidence appearing in promotional content, limiting marketing effectiveness
Continued mentoring addressing both technical skills and psychological barriers, paired with a culture-based approach, was identified as essential for sustainable digital marketing adoption
chevron_right Technical Summary
Researchers ran a training program to help small business owners in Indonesia's Outer Baduy indigenous community use social media and online marketplaces more effectively, while respecting their cultural values around self-presentation.
Abstract Preview
Original paper
Enhancing MSMEs Business Governance within the Baduy Indigenous Community
The Outer Baduy are an indigenous community that is more open to external cultural influences than the Inner Baduy and have gradually adopted modern technology to support their economic activities....
open_in_new Read full abstractAbstract copyright held by the original publisher.
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