Role of Social Media in Modern Museum Communication Building: Case of Instagram

Student: Kalabaeva Daria

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2019

This research is dedicated to the investigation of factors that influence the social media user's decision to communicate with museums. The aim of this study was therefore to develop some practical recommendations on the museums' strategy building in social networks. Three main types of museum self-representation in Instagram were highlighted. Then, the instrument of online-discussion was used to point out the main users' insights on the interaction with museums in new media. The results of the assessment showed the importance of the client-centered strategy of museum communication. This caused the suggestion to focus on users' needs and develop the friendly tone of communication.

Full text (added May 14, 2019)

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