Souvenirisation in Social Media

Comparison of Tanzania and South Korea Sellers

Abstract

The study aimed to compare the social media content and activities of souvenir sellers in Tanzania and South Korea to decipher differences in social media marketing strategies. Data was collected from 70 Tanzanian and Korean souvenir sellers by assessing their Instagram accounts. Through a mixed-methods approach, souvenir seller accounts were sampled using an initial purposive sampling technique followed by a snowball non-probability sampling technique. Six variables were analysed using descriptive and t-test techniques: the number of posts, followers, dates of posts, likes and accounts followed by the souvenir sellers. The data on the nature and type of descriptions and images used by souvenir sellers were analysed using content and thematic analyses. Significant differences were found in social media marketing metrics, including the number of posts, followers, posting dates, and likes, with South Korean souvenir sellers outperforming those in Tanzania. The findings support the Brand Post Popularity Model, as social media content can be related to audience responses. Moreover, the findings enforce the souvenir-handcraft continuum, with souvenirisation being crucial in authenticating and embedding meaning. The study offers insights for Destination Management Organisations (DMOs) and sellers on how to enhance the souvenirisation of their handcrafted items.

Keywords: Souvenir, Sellers, Souvenirisation, Storytelling, Comparative, Digital media

https://dx.doi.org/10.56279/ummaj.v12i1.4