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Social media possibilities for improving arts marketing performance


  • Ina Stanoeva

    (Varna University of Management/School of Business and Marketing, Varna, Bulgaria)


The aim of this paper is to investigate the social media presence of the performing arts institutions and the freelance artists from the sector in Bulgaria. Their presence on Facebook, Instagram, Youtube and Twitter, the state of their websites, the existence of ticket buying systems and usage of chat bots are compared. The methodology used in this article combines secondary research, content analysis and comparative analysis. Some recommendations for manage-rial implication are given at the end of the paper.

Suggested Citation

  • Ina Stanoeva, 2019. "Social media possibilities for improving arts marketing performance," Conferences of the department Informatics, Publishing house Science and Economics Varna, issue 1, pages 247-256.
  • Handle: RePEc:vrn:katinf:y:2019:i:1:p:247-256

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    More about this item


    social media; advertisement; performing arts; content analysis; presence;
    All these keywords.

    JEL classification:

    • C8 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs


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