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Use of twitter and Facebook by top European museums

Author

Listed:
  • Zafiropoulos, Kostas
  • Vrana, Vasiliki
  • Antoniadis, Konstantinos

Abstract

With social media becoming so pervasive, museums strive to adopt them for their own use. Effective use of social media especially Facebook and Twitter seems to be promising. Social media offer museums the possibility to engage audiences, potential and active visitors with their collections and ideas. Facebook and Twitter are the market leaders of social media. This paper records the top European museums and their Facebook and Twitter accounts. It records the use of the two media, and by applying statistical analysis it investigates whether Twitter use is in accordance to Facebook use. Findings reveal that this is not the case. By using Principal Component Analysis and Cluster Analysis the paper finds that there is, however, a district group of top museums which manage to excel in both media mainly by adopting carefully planned strategies and paying attention to the potential and benefits that social media offer.

Suggested Citation

  • 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.
  • Handle: RePEc:pra:mprapa:77408
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    File URL: https://mpra.ub.uni-muenchen.de/77408/1/MPRA_paper_77408.pdf
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    Cited by:

    1. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
    2. Eleni Mavragani & Paraskevi Nikolaidou & Efi Theodoraki, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," Post-Print hal-02458464, HAL.
    3. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," MPRA Paper 98175, University Library of Munich, Germany.
    4. Mavragani, Eleni & Nikolaidou, Paraskevi & Theodoraki, Efi, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," MPRA Paper 93526, University Library of Munich, Germany.
    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. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    7. Chryssoula Chatzigeorgiou & Evangelos Christou, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers' experiences," Post-Print hal-02441401, HAL.
    8. Nella, Athina & Christou, Evangelos, 2016. "Extending tourism marketing: Implications for targeting the senior tourists’ segment," MPRA Paper 77468, University Library of Munich, Germany, revised 07 Apr 2016.
    9. 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.
    10. Del Chiappa, Giacomo & Balboni, Bernardo, 2019. "Travellers’ choice of information sources and information channels for domestic trips," MPRA Paper 93998, University Library of Munich, Germany.
    11. 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.
    12. Constantinos Halkiopoulos & Hera Antonopoulou & Dimitrios Papadopoulos & Ioanna Giannoukou & Evgenia Gkintoni, 2020. "Online reservation systems in e- Business: Analyzing decision making in e-Tourism," Post-Print hal-02447741, HAL.
    13. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    14. 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.
    15. Spyridou, Anastasia, 2019. "Evaluating Factors of Small and Medium Hospitality Enterprises Business Failure: a conceptual approach," MPRA Paper 93997, University Library of Munich, Germany.
    16. Valeri, Marco, 2015. "Networking and cooperation practices in the Italian tourism business," MPRA Paper 77465, University Library of Munich, Germany, revised 28 Apr 2016.
    17. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.

    More about this item

    Keywords

    European museums; Facebook; Twitter; performance; activity; popularity;

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development

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