2026-06-02T16:18:14Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/380892026-02-03T10:54:11Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc De-las-Heras-Pedrosa, Carlos author Iglesias-Sánchez, Patricia Pilar author Jambrino-Maldonado, Carmen author López-Delgado, Pilar author Galarza-Fernández, Emelina author 2022-08-22 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. 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 https://hdl.handle.net/10630/38089 10.1080/09647775.2022.2111335 Museos - Relaciones públicas Redes sociales en Internet Marketing en internet COVID-19 - Influencia y consecuencias Museum communication management in digital ecosystems. Impact of COVID-19 on digital strategy.