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Social media for cultural communication: A critical investigation of museums’ Instagram practices

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  • Amanatidis, Dimitrios
  • Mylona, Ifigeneia
  • Mamalis, Spyridon
  • Kamenidou, Irene (Eirini)

Abstract

Purpose: The purpose of the study is to investigate the use of Instagram by museums in the Greek cultural scene. Specifically, the study focuses on examining the use of Instagram by museum communication professionals and aims at carrying out a twofold investigation: Firstly, if and how the Instagram is used to reach out to their visitors and secondly, the public response to this type of communication. Methods: A list of all archaeological museums in Greece was obtained and related Instagram accounts were retrieved. The dataset structure was enhanced by eleven variables, which were measured and visualized by a descriptive statistics analysis. Inter-variable correlations, normality and equality tests were also performed. Moreover, a linear predictive model for the number of museum tags was investigated. Results: Only one museum in Greece maintains an Instagram account. Visitors usually tag museum exhibits or people and exhibits on the photographs they upload on their personal accounts. T-tests and Mann-Whitney U tests revealed equal distributions for all variables between central and peripheral museums. Implications:Museum officials have not seized the opportunity offered by social media and especially Instagram today. Their importance seems to be underestimated. With respect to the linear model derived, results suggest that more features should be surveyed; this could be the subject of future research studies.

Suggested Citation

  • Amanatidis, Dimitrios & Mylona, Ifigeneia & Mamalis, Spyridon & Kamenidou, Irene (Eirini), 2020. "Social media for cultural communication: A critical investigation of museums’ Instagram practices," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 38-44.
    • Handle: RePEc:zbw:espost:218722
    DOI: 10.5281/zenodo.3836638
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    1. Katerina Lazaridou & Vasiliki Vrana & Dimitrios Paschaloudis, 2017. "Museums + Instagram," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Amitabh Upadhya & Anastasia Stratigea (ed.), Tourism, Culture and Heritage in a Smart Economy, pages 73-84, Springer.
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    1. Manosso, Franciele Cristina & Domareski Ruiz, Thays Cristina, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 16-27.
    2. Cristina Franciele & Thays Christina Domareski Ruiz, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," Post-Print hal-03373984, HAL.
    3. Cornellia, Ayu & Hermawan, Hary & Sinangjoyo, Nikasius Jonet, 2021. "Social Media as Modern Platform to Create Awareness of Sonobudoyo and Sandi Museums in Yogyakarta Indonesia," OSF Preprints kz2gc, Center for Open Science.
    4. Broeder, Peter & Gkogka, Anna, 2020. "The cultural impact of navigation design in global e-commerce," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 46-53.

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    More about this item

    Keywords

    social media; communication; digital marketing; Instagram; multiple regression;
    All these keywords.

    JEL classification:

    • N7 - Economic History - - Economic History: Transport, International and Domestic Trade, Energy, and Other Services
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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