Campus Units

Apparel, Events and Hospitality Management

Document Type

Article

Publication Version

Accepted Manuscript

Publication Date

2014

Journal or Book Title

Museum Management and Curatorship

Volume

29

Issue

2

First Page

188

Last Page

205

DOI

10.1080/09647775.2014.888822

Abstract

he purpose of this study was to explore the use of social networking services (SNS) by art museums and the effectiveness of SNS as marketing tools. Staff members responsible for SNS from 12 art museums in the Midwestern United States were interviewed to gain an in-depth understanding of SNS usage and their perceptions of SNS effectiveness. We identified three distinct marketing applications for which SNS were being used: building awareness, engaging with the community, and networking. Based on analysis of the data, three marketing strategies using SNS were proposed for cultivating relationships with visitors. Other recommendations included incorporating SNS into formal strategic marketing plans aimed at improving museum–visitor relationships and establishing protocols to maximize the efficient use of available resources.

Comments

This is an accepted manuscript of an article published as Chung, Te-Lin, Sara Marcketti, and Ann Marie Fiore. "Use of social networking services for marketing art museums." Museum Management and Curatorship 29, no. 2 (2014): 188-205. doi: 10.1080/09647775.2014.888822. Posted with permission

Copyright Owner

Taylor & Francis

Language

en

File Format

application/pdf

Published Version

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