Abstract
The growing use of social media indicates a potentially effective new platform for art museums to communicate and share with social network users. By conducting interviews with fans and followers of museums, and executing a quantitative survey of museum pages users, we analyze their expectations and perceptions of both social media and the museums presented in social media platforms and its impact on consumer engagement and participation. The findings illustrate that when consumers have negative (positive) perception of social media (SM), it will negatively (positively) impact their perception of museums on SM. Expectations for information and benefits have a significant impact on consumer perception of museums on SM. When consumers have higher expectations for information and benefits, they perceive museums on SM more positively. When consumers have higher expectation for entertainment, though, they perceive museums on SM more negatively. Interestingly, when consumers have positive perception of museums on SM, they have higher intention level for participation and community commitment. However, even though when consumers have negative perception of museums on SM, such negative perception does not necessarily hinder their intention to participate and commit. The findings provide valuable insights and recommendations for the museum professionals regarding their selections and future management of social media platforms.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2023 Special Focus—Museum Transformations: Pathways to Community Engagement
KEYWORDS
Art, Museum, Consumption, Social Network Sites, Perception
