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Use of social networking services for marketing art museums
Museum Management and Curatorship
  • Te-Lin Chung, Iowa State University
  • Sara Marcketti, Iowa State University
  • Ann Marie Fiore, Iowa State University
Document Type
Publication Version
Accepted Manuscript
Publication Date

he purpose of this study was to explore the use of social networking services (SNS) by art museums and the effectiveness of SNS as marketing tools. Staff members responsible for SNS from 12 art museums in the Midwestern United States were interviewed to gain an in-depth understanding of SNS usage and their perceptions of SNS effectiveness. We identified three distinct marketing applications for which SNS were being used: building awareness, engaging with the community, and networking. Based on analysis of the data, three marketing strategies using SNS were proposed for cultivating relationships with visitors. Other recommendations included incorporating SNS into formal strategic marketing plans aimed at improving museum–visitor relationships and establishing protocols to maximize the efficient use of available resources.


This is an accepted manuscript of an article published as Chung, Te-Lin, Sara Marcketti, and Ann Marie Fiore. "Use of social networking services for marketing art museums." Museum Management and Curatorship 29, no. 2 (2014): 188-205. doi: 10.1080/09647775.2014.888822. Posted with permission

Copyright Owner
Taylor & Francis
File Format
Citation Information
Te-Lin Chung, Sara Marcketti and Ann Marie Fiore. "Use of social networking services for marketing art museums" Museum Management and Curatorship Vol. 29 Iss. 2 (2014) p. 188 - 205
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