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Museums Brand Equity and Social Media: Looking into Current Research Insights and Future Research Propositions

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Zoe-Charis Belenioti

    (Aristotle University of Thessaloniki)

  • George Tsourvakas

    (Aristotle University of Thessaloniki)

  • Chris A. Vassiliadis

    (University of Macedonia)

Abstract

Extensive research has repeatedly acknowledged the link between traditional and digital marketing communication tools and branding performance. Particularly, both within For Profit Organizations (henceforth, FPOs) and Non Profit Organizations (henceforth NPOs), social media as the milestone of digital era have rebut the foundations of corporate and personal communication through the emergence of new participatory communication terms, such as “prod-user” and “co-creation”. Consequently, a growing research trend has emerged towards e-e marketing tools and social media impact on destination branding, as well. Simultaneously, thanks to its multidimensional benefits both at communicational, educational and promotional level, social media is emerging as an essential feature on the branding of the new museum era. To date, within NPOs sector few studies have investigated the effect of social media on brand equity. Moreover, far too little attention has been paid to the link between social media and museums’ brand equity. Based on the systematic qualitative critical review methodology, this paper attempts to identify the basic trends and research status by 2018. Drawing on a review of 76 papers that are the result of a systematic desk research, this study categorizes and presents, for the first time, the effects of social media use on museums’ brand components. The study offers new and valuable insights into multidisciplinary research interests of research and industry community relating to communication and marketing, NPOs, tourism and museums context.

Suggested Citation

  • Zoe-Charis Belenioti & George Tsourvakas & Chris A. Vassiliadis, 2019. "Museums Brand Equity and Social Media: Looking into Current Research Insights and Future Research Propositions," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1215-1222, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_139
    DOI: 10.1007/978-3-030-12453-3_139
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    Citations

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    Cited by:

    1. Zhao Li & Shujin Shu & Jun Shao & Elizabeth Booth & Alastair M. Morrison, 2021. "Innovative or Not? The Effects of Consumer Perceived Value on Purchase Intentions for the Palace Museum’s Cultural and Creative Products," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    2. Warat Winit & Sooksan Kantabutra, 2022. "Enhancing the Prospect of Corporate Sustainability via Brand Equity: A Stakeholder Model," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    3. Śmiałowicz Katarzyna, 2020. "Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums," Marketing of Scientific and Research Organizations, Sciendo, vol. 37(3), pages 33-50, September.

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