RT Journal Article
T1 Instagram communication strategies of European museums.
A1 Rodríguez Vera, Ainhoa del Pino
A1 De-las-Heras-Pedrosa, Carlos
A1 Jambrino-Maldonado, Carmen
K1 Museos - Relaciones públicas
K1 Redes sociales en Internet
K1 Marketing en internet
K1 COVID-19 - Influencia y consecuencias
AB In recent years, new technologies have made it possible to reproduce cultural content through new social media tools, thus ensuring the development of cultural heritage on a global scale, but museums have not always seen the introduction of these media in their strategies in a positive way. This article focuses on the analysis of public engagement with the collections of the five most reputable museums in Europe through the visual social media platform, Instagram. The study explores public engagement through a mixed-methods approach, with data mining using the Fan Page Karma monitoring tool. The findings show the value of active listening and interaction with user-generated content as a key component of reputation and image, reflecting the importance of two-way communication. The research may also be useful in the future to help improve strategies in the digital ecosystems of museum institutions.
PB Taylor & Francis
YR 2024
FD 2024-06-20
LK https://hdl.handle.net/10630/38092
UL https://hdl.handle.net/10630/38092
LA eng
NO Rodríguez-Vera, A. del P., de las Heras-Pedrosa, C., & Jambrino-Maldonado, C. (2024). Instagram communication strategies of European museums. Cogent Arts & Humanities, 11(1). https://doi.org/10.1080/23311983.2024.2360793
NO This work was supported by the operative Programme FeDeR grant number seJ-628 (Junta de andalucía/universidadde málaga) and Funding for open access Charge: universidad de málaga/CBua
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026