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Impact of Digitalization on Visual Arts Consumers’ Behavior during the COVID-19 Pandemic: Generational Perspective of Art Management

Author

Listed:
  • Szostak Michał

    (University of Social Sciences, Poland)

  • Baghzou Djalel

    (University of Salah Boubnider Constantine, Algeria)

  • Kamran Muhammad

    (Wyższa Szkoła Gospodarki Euroregionalnej im. Alcide De Gasperi, Poland)

  • Bouameur Assala Belsem

    (University of Salah Boubnider Constantine, Algeria)

Abstract

Objective The virtualization of the aesthetic experience influences the scope of artistry and creativity of visual artwork and the quality of participation in visual arts. Due to variances in perception qualities between individuals belonging to particular generations, this article aims to assess the impact of the participation form (physical/traditional or digital) on the aesthetic situation of recipients from certain generations. The quality of participation in visual arts was assessed using ten criteria. Methodology Quantitative data exploration from a survey undertaken using a digital instrument provided by SURVIO based on a worldwide sample from 22 countries (n = 87). Due to the relatively ephemeric character of the research problem, an additional qualitative analysis of the statistical results was performed. Findings The participation form (online or in-real) in visual arts determines participation quality level of the aesthetic situation of particular generations. Significant differences exist among generations in online and in-real participation in visual arts and between particular forms of participation. This article did not look for the reasons for these differences; only additional comparative qualitative research can try to reveal them. Value Added It is the first analysis of the impact of digitalization of visual arts from the perspective of visual arts consumers’ behavior based on the components of aesthetic situation theory. Implications The research results should be of interest to: 1) Visual arts creators looking for the optimal way of distributing artworks among recipients from different generations; 2) Visual arts managers and marketers for a multi-layered understanding of generation-diversified visual arts recipients’ perspectives and their preferences about participation in visual arts in-real or digitally; 3) Visual arts customers (recipients) who wish to compare their own views about participating in visual arts with those of other recipients belonging to certain generations.

Suggested Citation

  • Szostak Michał & Baghzou Djalel & Kamran Muhammad & Bouameur Assala Belsem, 2023. "Impact of Digitalization on Visual Arts Consumers’ Behavior during the COVID-19 Pandemic: Generational Perspective of Art Management," Journal of Intercultural Management, Sciendo, vol. 15(2), pages 45-77, June.
    • Handle: RePEc:vrs:joinma:v:15:y:2023:i:2:p:45-77:n:1
    DOI: 10.2478/joim-2023-0007
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    References listed on IDEAS

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    4. Michał Szostak, 2022. "Peculiarities of values transfer among countries via arts digitalization," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(1), pages 10-49, September.
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    6. Michał Szostak, 2022. "Art management during the COVID-19 pandemic: visual arts creator perspective," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(2), pages 10-22, December.
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    More about this item

    Keywords

    humanistic management; management aesthetics; generation differences; consumer behavior; creativity; visual arts; participation in arts; aesthetic situation; receiving process; art perception;
    All these keywords.

    JEL classification:

    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • P52 - Political Economy and Comparative Economic Systems - - Comparative Economic Systems - - - Comparative Studies of Particular Economies
    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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