2026-05-29T22:44:32Zhttps://riuma.uma.es/rest/oai/request

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

De-las-Heras-Pedrosa, Carlos Iglesias-Sánchez, Patricia Pilar Jambrino-Maldonado, Carmen López-Delgado, Pilar Galarza-Fernández, Emelina 2025-03-13T10:13:21Z 2025-03-13T10:13:21Z 2022-08-22 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 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. eng open access 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. journal article