Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums

Śmiałowicz, Katarzyna

doi:10.2478/minib-2020-0021

Abstract

The aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.

References

1. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.00810.1016/j.tele.2017.05.008
Search in Google Scholar Back to article
2. Amar, J., Droulers, O., Legohérel, P. (2017). Typography in destination advertising: An exploratory study and research perspectives. Tourism Management, 63, 77–86. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S026151771730124310.1016/j.tourman.2017.06.002
Search in Google Scholar Back to article
3. Belenioti, Z. C., Tsourvakas, G., Vassiliadis, C. A. (2019). Museums Brand Equity and Social Media: Looking into Current Research Insights and Future Research Propositions. In: A. Kavoura, E. Kefallonitis, A. Giovanis (eds) Strategic Innovative Marketing and Tourism. (1215–1222), Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-030-12453-3_13910.1007/978-3-030-12453-3_139
Search in Google Scholar Back to article
4. Casey, S. (2016). Nielsen social media report. Social studies: A look at the social landscape. New York: Nielsen. Retrieved from z http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2017-reports/2016-nielsen-social-media-report.pdf
Search in Google Scholar Back to article
5. Creswell, J. W., Plano Clark, V. L. (2011). Designing and Conducting Mixed Methods Research. Los Angeles: Sage Publications.
Search in Google Scholar Back to article
6. Faraday, P. (2000). Visually critiquing web pages. Proceedings from The 6th Conference on Human Factors and the Web. Austin, Texas. Retrieved from https://link.springer.com/chapter/10.1007/978-3-7091-6771-7_1710.1007/978-3-7091-6771-7_17
Search in Google Scholar Back to article
7. Glassman, N., Shen, P. (2014). One site fits all: Responsive web design. Journal of Electronic Resources in Medical Libraries, 11(2), 78–90. Retrieved from https://www.tandfonline.com/doi/full/10.1080/15424065.2014.908347?scroll=topineedAccess=true10.1080/15424065.2014.908347
Search in Google Scholar Back to article
8. Gofman, A., Moskowitz, H., Mets, T. (2011). Marketing museums and exhibitions: What drives the interest of young people? Journal of Hospitality Marketing and Management, 20, 601–618. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/19368623.2011.57769610.1080/19368623.2011.577696
Search in Google Scholar Back to article
9. Kidd, J. (2011). Enacting engagement online: Framing social media use for the museum. Information Technology i People, 24(1), 64–77.10.1108/09593841111109422
Search in Google Scholar Back to article
10. Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y10.1007/s10796-017-9810-y
Search in Google Scholar Back to article
11. Kumar, V., Shah, D. (2004). Pushing and pulling on the internet. Marketing Research, 16(1), 28–33.
Search in Google Scholar Back to article
12. Lepkowska-White, E., Imboden, K. (2013). Effective Design for Usability and Interaction: The Case of Art Museum Websites. Journal of Internet Commerce, 12(3), 284–305. https://doi.org/10.1080/15332861.2013.85904010.1080/15332861.2013.859040
Search in Google Scholar Back to article
13. Macalik, J. (2018). Museum’s marketing communication tools — results of empirical research, Management Sciences. Nauki o Zarządzaniu, 23(2), 12–18. https://doi.org/10.15611/ms.2018.2.0210.15611/ms.2018.2.02
Search in Google Scholar Back to article
14. Mahatody, T., Sagar, M., Kolski, C. (2010). State of the Art on the Cognitive Walkthrough Method, its Variants and Evolutions. Journal of Human-Computer Interaction, 26(8), 741–785. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/1044731100378140910.1080/10447311003781409
Search in Google Scholar Back to article
15. Marty, P. F. (2007). Museum websites and museum visitors: Before and after the museum visit. Museum Management and Curatorship, 22(4), 337–360.10.1080/09647770701757708
Search in Google Scholar Back to article
16. Mason, D., McCarthy, C. (2008). Museums and the culture of new media: An empirical model of New Zealand museum websites. Museum Management and Curatorship, 23(1), 63–80. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/0964777070186538610.1080/09647770701865386
Search in Google Scholar Back to article
17. Pallud, J., Straub, D. (2014). Effective website design for experience-influenced environments: The case of high culture museums. Information and Management, 51(3), 359–373. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S037872061400025110.1016/j.im.2014.02.010
Search in Google Scholar Back to article
18. Robu, A. E. (2014). What Determines an Appealing Website? Exploring the Role of Design Principles in Consumer Decision Making. Review of Economic and Business Studies, 7(1), 31–46. Retrieved from http://www.rebs.ro/table-of-contents-June-2014-13.html
Search in Google Scholar Back to article
19. Rodgers, S., Thorson, E. (eds). (2017). Digital Advertising. New York: Routledge. https://doi.org/10.4324/978131562325210.4324/9781315623252
Search in Google Scholar Back to article
20. Schuler, D. K., Janell, M. K. (2002). An Internet Opportunity for Museums. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 13–19.10.1002/nvsm.163
Search in Google Scholar Back to article
21. Theocharidis, A.-I., Nerantzaki, D.-M., Vrana, V., Paschaloudis, D. (2014). Use of the web and social media by Greek museums. International Journal of Cultural and Digital Tourism, 1(2), 8–22. Retrieved from http://iacudit.org/journal/volumes/v1n2/v1n2_8-22.pdf
Search in Google Scholar Back to article
22. Vassiliadis, C. A., Belenioti, Z.-C. (2017). Museums i Cultural Heritage via Social Media: An Integrated Literature Review. Tourismos, 12(3), 97–132. Retrieved from http://search.ebscohost.com.00002b5n062c.han3.ue.poznan.pl/login.aspx?direct=trueidb=hjhiAN=135072964ilang=plisite=ehost-live
Search in Google Scholar Back to article
23. Wharton, C., Rieman, J., Lewis, C., Polson, P. (1994). The Cognitive Walkthrough method: A practitioner’s guide. In: J. Nielsen, R. L. Mack (eds), Usability inspection methods (105–140). New York: Wiley& Sons.
Search in Google Scholar Back to article
24. Wong, A. (2015). The Complexity of ‘Community’: Considering the Effects of Discourse on Museums’ Social Media Practices. Museum and Society, 13(3), 296–315. https://doi.org/10.29311/mas.v13i3.33210.29311/mas.v13i3.332
Search in Google Scholar Back to article

Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums

Abstract

Paradigm

My account