How Museums Reshape Audience Engagement through Social Media Marketing
Dominique D. Castro
Art Market Studies
About this Item
- Title
- How Museums Reshape Audience Engagement through Social Media Marketing
- Contributor Names
-
Castro, Dominique D. (Author)
-
Fashion Institute of Technology, State University of New York. Art Market Studies (Degree granting institution)
-
Karahalios, Christina (Thesis advisor)
-
Degen, Natasha (Thesis advisor)
- Date
- 2022
- Degree Information
- M.A. Fashion Institute of Technology, State University of New York 2022.
- Department: Art Market Studies.
- Source: Masters Abstracts International, Volume: 84-08.
- Advisors: Karahalios, Christina; Degen, Natasha.
- Committee members: Melton, Paul.
- Abstract
- To stay relevant in their communities, museums must reflect and take time to build trust, maintain a positive reputation, and develop innovative ways of shaping culture. Navigating through a fluid time in the age of digital media, museums have taken advantage of their online presence to stay relevant. However, with museums experiencing a push from the public for change, how can museums shape culture through communication via social media platforms, such as Facebook, Twitter, and Instagram, while still being authentic to themselves? This thesis will examine data from three large, renowned American museums; The National Gallery of Art, Washington, The Metropolitan Museum of Art, New York, and The Art Institute of Chicago. By using the social media reports from the museums marketing platforms and their own operational reports, it will show how each museum builds and shapes a community online, collecting research through accredited journals and publications on marketing, arts marketing, and the digital development of arts institutions. The data will be analyzed, identifying major developments over time in the digital marketing world, comparing the data between the three institutions, and examining how these changes have been applied across the board.
- Subject
- Museum studies
- Communications
- Internet marketing
- Communities
- Museums
- Technology
- Social media
- Rights
- In Copyright
- The copyright for this work is held by its author/creator(s). Usage of this material beyond what is permitted by copyright law must first be cleared with the rights-holder(s). This work has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for this work and have any objections to this work being made available online, please notify us immediately at [email protected].
- This item must not be sold to any third party vendors.
- Identifier
- FIT Repository ID: etd_000922
- pqdiss: 30247721
- ISBN: 9798371975393
- Language
- English
- Publisher
- Ann Arbor : ProQuest Dissertations & Theses,
Citation
Castro, D. D. (2022). How Museums Reshape Audience Engagement through Social Media Marketing [Master's thesis, Fashion Institute of Technology, State University of New York]. FIT Institutional Repository. https://institutionalrepository.fitnyc.edu/item/28977
Castro, Dominique D. How Museums Reshape Audience Engagement Through Social Media Marketing. 2022. Fashion Institute of Technology, State University of New York, Master's thesis. FIT Digital Repository, https://institutionalrepository.fitnyc.edu/item/28977
Castro, Dominique D. "How Museums Reshape Audience Engagement Through Social Media Marketing." Master's thesis, Fashion Institute of Technology, State University of New York, 2022. https://institutionalrepository.fitnyc.edu/item/28977