Abstract
Purpose
This study aims to understand the resilience process through the initiatives of micro-entrepreneurs at a creative fair to deal with an external shock context.
Theoretical framework
The study is based on the resilience lens and seeks to add new reflections on this lens in the context of social commerce.
Design/methodology/approach
A case study was conducted on the changes brought about by COVID-19 in the creative industry. Interviews were carried out with micro-entrepreneurs in Crato, in the state of Ceará, Brazil. In addition, regional decrees were collected to analyze
how micro-entrepreneurs reacted to the implementation of measures against the spread of COVID-19.
Findings
It was possible to create a framework that reflects how micro-entrepreneurs saw the trade fair before the pandemic and their resilient and adaptable attitudes to overcome external shocks and sell their products through social commerce on the Internet.
Practical & social implications of research
This study develops new reflections on resilience and the role of social commerce, in addition to filling gaps in the understanding of micro-entrepreneurs’ resilience. In addition, this study can help micro-entrepreneurs understand how social commerce can help develop their businesses.
Originality/value
This article managed to fill some gaps about the resilience of micro-entrepreneurs in the creative industry. It also showed that social media were used to overcome the external shocks caused by COVID-19. However, the physical space is still important for this type of market, even during a pandemic.
Keywords:
Trade fair; resilience; s-commerce; creative industry
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