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Museums + Instagram

In: Tourism, Culture and Heritage in a Smart Economy

Author

Listed:
  • Katerina Lazaridou

    (Technological Education Institute of Central Macedonia)

  • Vasiliki Vrana

    (Technological Education Institute of Central Macedonia)

  • Dimitrios Paschaloudis

    (Technological Education Institute of Central Macedonia)

Abstract

Instagram, the social photo sharing service includes dedicated mobile applications that allow users to take and manipulate photographs and small videos and to share them online while other users can react through comments and ‘likes’. Since its’ launched, Instagram has seen enormous growth; and now Instagram community counts more than 400 million monthly active users. Museums and galleries have begun to exploit the opportunity to offer visitors quality pictures from the museum’s collection, short information along with small snapshots from the museum’s workaday life and to shape the museum’s image in the internet. Despite the fact that it is the most popular photo capturing and sharing application, up to date there have been very few published, academic studies about Instagram. The paper fills this gap and investigates use of Instagram by the most visited museums worldwide. It records museum performance characteristics like number of followers, following and number of posts. The paper concludes on how Instagram can be used by museums to their advantage, to boost their visibility on the internet, attract more attention and potential visitors.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:prbchp:978-3-319-47732-9_5
    DOI: 10.1007/978-3-319-47732-9_5
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    Citations

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    Cited by:

    1. 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.
    2. Vasiliki Vrana & Dimitrios Kydros & Iordanis Kotzaivazoglou & Ioanna Pechlivanaki, 2023. "EU Citizens’ Twitter Discussions of the 2022–23 Energy Crisis: A Content and Sentiment Analysis on the Verge of a Daunting Winter," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    3. Amanatidis, Dimitrios & Mylona, Ifigeneia & Mamalis, Spyridon & Kamenidou, Irene (Eirini), 2020. "Social media for cultural communication: A critical investigation of museums’ Instagram practices," MPRA Paper 100677, University Library of Munich, Germany.

    More about this item

    Keywords

    Instagram; Photo sharing; Museums; Performance;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

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