Year: 2025
Type: article
Abstract: This paper explores the intersection of folk culture and Consent-Based Marketing, focusing on how brands can ethically incorporate regional cultural elements in their marketing strategies. Folk culture, encompassing art forms, music, dance, and folklore, plays a significant role in shaping the identity of regional communities. Its integration into marketing efforts allows brands to foster a deeper emotional connection with local consumers, invoking feelings of nostalgia, pride, and cultural identity. Consent-Based Marketing, as introduced by Seth Godin, emphasizes the importance of obtaining explicit consumer consent before delivering messages, ensuring relevance and personalization. The paper argues that blending folk culture with Consent-Based Marketing can create culturally resonant campaigns that build trust, strengthen consumer-brand relationships, and respect local traditions. The research methodology consists of a comprehensive literature review and case study analysis. It examines existing academic work on folk culture and Consent-Based Marketing, as well as industry examples of successful campaigns. Through the analysis of case studies in FMCG, tourism, and e-commerce, the paper identifies best practices for incorporating folk culture into marketing strategies while addressing ethical concerns such as cultural appropriation. Case studies include the use of Madhubani art on packaging, Bihu dance in tourism campaigns, and folk music in e-commerce advertisements, each demonstrating how brands can create authentic and culturally sensitive marketing initiatives. The paper concludes by presenting a framework for integrating folk culture in Consent-Based Marketing campaigns, emphasizing the importance of respect for cultural heritage, community consent, and ethical practices. This approach not only enhances brand image but also strengthens the bond between brands and local consumers.
Source: Sanskriti.
Author: Dr. Ravneet kaur
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7084106591
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