RT Journal Article
T1 Museum communication management in digital ecosystems. Impact of COVID-19 on digital strategy.
A1 De-las-Heras-Pedrosa, Carlos
A1 Iglesias-Sánchez, Patricia Pilar
A1 Jambrino-Maldonado, Carmen
A1 López-Delgado, Pilar
A1 Galarza-Fernández, Emelina
K1 Museos - Relaciones públicas
K1 Redes sociales en Internet
K1 Marketing en internet
K1 COVID-19 - Influencia y consecuencias
AB The COVID-19 pandemic has seriously affected the world's cultural institutions, as well as driving digitization and a change in the relationships with their audiences. This study explores how the most visited art-museums in Spain have reacted through their social networks to the pandemic. Two key moments, the confinement and a period one-year after the declaration of the health crisis are compared. A mixed method by combining a content analysis of 2392 publications on Twitter and Instagram and two regression models evidence that COVID-19 has been a turning point in the management of museum communication in digital ecosystems. The main findings highlight the importance of active listening and the ability of these channels to create experiences beyond the physical visit. The strategic value of its implementation is underlined. Practical implications are included and it emphasized the role of entertainment and social support of the museums in crisis situations.
PB Taylor & Francis
YR 2022
FD 2022-08-22
LK https://hdl.handle.net/10630/38089
UL https://hdl.handle.net/10630/38089
LA eng
NO de las Heras-Pedrosa, C., Iglesias-Sánchez, P. P., Jambrino-Maldonado, C., López-Delgado, P., & Galarza-Fernández, E. (2022). Museum communication management in digital ecosystems. Impact of COVID-19 on digital strategy. Museum Management and Curatorship, 38(5), 548–570. https://doi.org/10.1080/09647775.2022.2111335
NO This work was supported by the Programme PAIDI Andalucía under grant number PY20_00407(Junta de Andalucía/Universidad de Málaga) and Funding for Open Access Charge: Universidadde Málaga/CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026