From clicks to insights: analysing online customer reviews for handicraft products.

With the swift advancement of electronic commerce platforms, handicraft artisans have expeditious access to national and international markets. This has led to the survival of unique handicraft products that were on the brink of extinction. In light of the growing significance of online review, the scrutiny of user-generated online content has garnered substantial attention and is being used as a valuable tool for handicraft products, both within the entrepreneurs’ and academic community. This study aims to spotlight the crucial attributes of handicraft products, derive the relationship between them, and ultimately prioritise them using data from 78377 online consumer reviews sourced from Amazon and Flipkart. The study divulges that heritage design, customer likeliness, market-driven and economic value are the foremost attributes of handicraft products within the Indian e-commerce landscape. [ABSTRACT FROM AUTHOR]