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A Network Analysis of Museums on Instagram

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Vasiliki Vrana

    (Technological Education Institute of Central Macedonia)

  • Dimitrios Kydros

    (Technological Education Institute of Central Macedonia)

  • Evangelos Kehris

    (Technological Education Institute of Central Macedonia)

  • Anastasios-Ioannis Theocharidis

    (Technological Education Institute of Central Macedonia)

  • George Karavasilis

    (Technological Education Institute of Central Macedonia)

Abstract

Instagram, the photo and video sharing social network platform, has enjoyed exponential growth since its launch. As Instagram’s popularity is growing fast, museums are moving quickly to integrate it into their marketing strategies, provide information about exhibitions and objects, engage with audience and connect to other museums Instagram accounts. This paper aims at investing the interconnections among the Instagram accounts of the most visited museums worldwide. The analysis uses techniques from Social Network Analysis, including visualization algorithms and calculations of well-established metrics. The research shows that the network formed by the museum Instagram accounts is a scale-free small world network and reveals the most important nodes of the network. Depending or their marketing policies, other museums may follow the most important in the network, be aware of the information that flows in the network and also to be motivated and inspired by them.

Suggested Citation

  • Vasiliki Vrana & Dimitrios Kydros & Evangelos Kehris & Anastasios-Ioannis Theocharidis & George Karavasilis, 2019. "A Network Analysis of Museums on Instagram," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1-10, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_1
    DOI: 10.1007/978-3-030-12453-3_1
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    Cited by:

    1. Pilar Rivero & Iñaki Navarro-Neri & Silvia García-Ceballos & Borja Aso, 2020. "Spanish Archaeological Museums during COVID-19 (2020): An Edu-Communicative Analysis of Their Activity on Twitter through the Sustainable Development Goals," Sustainability, MDPI, vol. 12(19), pages 1-21, October.

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