IDEAS home Printed from https://ideas.repec.org/a/zbw/espost/218722.html
   My bibliography  Save this article

Social media for cultural communication: A critical investigation of museums’ Instagram practices

Author

Listed:
  • Amanatidis, Dimitrios
  • Mylona, Ifigeneia
  • Mamalis, Spyridon
  • Kamenidou, Irene (Eirini)

Abstract

Purpose: The purpose of the study is to investigate the use of Instagram by museums in the Greek cultural scene. Specifically, the study focuses on examining the use of Instagram by museum communication professionals and aims at carrying out a twofold investigation: Firstly, if and how the Instagram is used to reach out to their visitors and secondly, the public response to this type of communication. Methods: A list of all archaeological museums in Greece was obtained and related Instagram accounts were retrieved. The dataset structure was enhanced by eleven variables, which were measured and visualized by a descriptive statistics analysis. Inter-variable correlations, normality and equality tests were also performed. Moreover, a linear predictive model for the number of museum tags was investigated. Results: Only one museum in Greece maintains an Instagram account. Visitors usually tag museum exhibits or people and exhibits on the photographs they upload on their personal accounts. T-tests and Mann-Whitney U tests revealed equal distributions for all variables between central and peripheral museums. Implications:Museum officials have not seized the opportunity offered by social media and especially Instagram today. Their importance seems to be underestimated. With respect to the linear model derived, results suggest that more features should be surveyed; this could be the subject of future research studies.

Suggested Citation

  • Amanatidis, Dimitrios & Mylona, Ifigeneia & Mamalis, Spyridon & Kamenidou, Irene (Eirini), 2020. "Social media for cultural communication: A critical investigation of museums’ Instagram practices," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 38-44.
    • Handle: RePEc:zbw:espost:218722
    DOI: 10.5281/zenodo.3836638
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/218722/1/6-2-5.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.5281/zenodo.3836638?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Katerina Lazaridou & Vasiliki Vrana & Dimitrios Paschaloudis, 2017. "Museums + Instagram," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Amitabh Upadhya & Anastasia Stratigea (ed.), Tourism, Culture and Heritage in a Smart Economy, pages 73-84, Springer.
    2. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    3. Vasiliki V Daskalaki & Maria C Voutsa & Christina Boutsouki & Leonidas Hatzithomas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," Post-Print hal-02440954, HAL.
    4. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    5. Chatzigeorgiou, Chryssoula, 2017. "Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece," MPRA Paper 87916, University Library of Munich, Germany.
    6. Vicky Katsoni & Amitabh Upadhya & Anastasia Stratigea (ed.), 2017. "Tourism, Culture and Heritage in a Smart Economy," Springer Proceedings in Business and Economics, Springer, number 978-3-319-47732-9, December.
    7. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    8. Daskalaki, Vasiliki V. & Voutsa, Maria C. & Boutsouki, Christina & Hatzithomas, Leonidas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 3-8.
    9. Zafiropoulos, Kostas & Vrana, Vasiliki & Antoniadis, Konstantinos, 2015. "Use of twitter and Facebook by top European museums," MPRA Paper 77408, University Library of Munich, Germany, revised 07 Nov 2015.
    10. Daskalaki, Vasiliki V. & Voutsa, Maria C. & Boutsouki, Christina & Hatzithomas, Leonidas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," MPRA Paper 98246, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Manosso, Franciele Cristina & Domareski Ruiz, Thays Cristina, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 16-27.
    2. Cristina Franciele & Thays Christina Domareski Ruiz, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," Post-Print hal-03373984, HAL.
    3. Cornellia, Ayu & Hermawan, Hary & Sinangjoyo, Nikasius Jonet, 2021. "Social Media as Modern Platform to Create Awareness of Sonobudoyo and Sandi Museums in Yogyakarta Indonesia," OSF Preprints kz2gc, Center for Open Science.
    4. Broeder, Peter & Gkogka, Anna, 2020. "The cultural impact of navigation design in global e-commerce," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 46-53.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Amanatidis, Dimitrios & Mylona, Ifigeneia & Mamalis, Spyridon & Kamenidou, Irene (Eirini), 2020. "Social media for cultural communication: A critical investigation of museums’ Instagram practices," MPRA Paper 100677, University Library of Munich, Germany.
    2. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    3. Collins Kankam-Kwarteng & Appiah Sarpong & Ofosu Amofah & Stephen Acheampong, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," Post-Print hal-03376959, HAL.
    4. Nikolaos Misirlis & Marjon Elshof & Maro Vlachopoulou, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," Post-Print hal-03381355, HAL.
    5. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    6. Giousmpasoglou, Charalampos & Dinh, Dzung, 2022. "Using contactless mobile payment in the Vietnamese restaurant industry," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 3-15.
    7. Misirlis, Nikolaos & Elshof, Marjon & Vlachopoulou, Maro, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 49-57.
    8. Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.
    9. Yağmur, Yenal & Aksu, Akın, 2022. "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 27-37.
    10. Kankam-Kwarteng, Collins & Sarpong, Appiah & Amofah, Ofosu & Acheampong, Stephen, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 8-48.
    11. Adriaan De Man, 2023. "Tangential Heritage Values in Museum Communication," Sustainability, MDPI, vol. 15(6), pages 1-12, March.
    12. Lamees Turkey Al-Khawaldeh & Ghazy Ali Al-Badayneh, 2023. "The Impact of Applying Quality Standards on Improving Environmental Tourism Services for Natural Reserves in Southern Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(7), pages 119-119, February.
    13. Temperini, Valerio & Gregori, Gian Luca & Pizzichini, Lucia, 2019. "E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study," MPRA Paper 94075, University Library of Munich, Germany.
    14. IJspeert, Ruth & Hernandez-Maskivker, Gilda, 2020. "Active sport tourists: Millennials vs baby boomers," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6, pages 12-20.
    15. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    16. Baccarella, Christian V. & Wagner, Timm F. & Kietzmann, Jan H. & McCarthy, Ian P., 2018. "Social media? It's serious! Understanding the dark side of social media," European Management Journal, Elsevier, vol. 36(4), pages 431-438.
    17. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    18. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    19. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    20. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," MPRA Paper 98230, University Library of Munich, Germany.

    More about this item

    Keywords

    social media; communication; digital marketing; Instagram; multiple regression;
    All these keywords.

    JEL classification:

    • N7 - Economic History - - Economic History: Transport, International and Domestic Trade, Energy, and Other Services
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:espost:218722. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.