SOCIAL MEDIA MARKETING ΣΤΑ ΜΟΥΣΕΙΑ ΠΙΟΠ
Date Issued
May 25, 2020
Type
Μεταπτυχιακή Διπλωματική Εργασία
Abstract
The ultimate goal of this dissertation is to study and analyze social media marketing in the case of museums. This study is conducted in two ways, namely through literature review and through primary quantitative research. The bibliographic review, which is the theoretical part of this dissertation, is necessary for the collection of secondary information on the issue being discussed and studied. Also, through bibliographic review, the reader becomes more familiar with the subject being analyzed and is thus able to better interpret and understand the results of the primary research that follows. The primary quantitative research conducted in this dissertation is based on a structured questionnaire, which consists of closed-ended questions. Our research sample consists of a total of 100 people, who are employed in museums that are members of PIOP. In the end, our research showed that all museums have a website and an account on at least one social media. Also, all museums use Facebook to a greater extent. However, the degree to which social media is used by museums to promote them, was not entirely satisfactory. More specifically, it was found that this use is moderate. The most popular reasons why a museum uses social media marketing are, to inform the public about its growing activities, to create material and articles that are available for sharing, to approach younger audiences, to make the museum and its contents and its collections known to the general public, as well as the creation of a loyal community from which the museum will be able to draw support and volunteerism. Finally, with the use of social media to promote museums, the announcement of the museum's existence, the information about the activities it develops, the approach of younger audiences, the ability of the public to criticize the museum and to to express its opinion, showed statistically significant correlation.
Subjects