Logo image
Back
The role of social media marketing in the development of arts higher education schools in Philadelphia
Thesis   Open access

The role of social media marketing in the development of arts higher education schools in Philadelphia

Yutong Chen
Master of Science (M.S.), Drexel University
Jun 2022
DOI:
https://doi.org/10.17918/00001184
pdf
Chen_Yutong_20229.37 MBDownloadView
PDF Open Access Open Access (License Unspecified)

Abstract

Arts--Management Arts--Study and teaching Arts--Study and teaching (Higher) Social media Marketing
In the context of the COVID-19 pandemic, arts organizations have suffered tremendous shocks and challenges, such as loss of audience, rapid transition of art forms, health risks, and forced closures. As arts organizations prepare to reopen during the recovery from COVID-19, new questions arise: how to attract lost audiences, and how to expand the range of customers? Developing innovative marketing strategies is essential for arts organizations seeking to answer these questions. Digitalization has changed our lives dramatically, and marketing models are constantly changing as a result. In this changing context, arts organization managers are beginning to notice and value social media marketing models. My research uses four prominent Philadelphia institutions of higher education in the arts as case studies to analyze and investigate their existing social media marketing strategies and the current state of operations on different social media platforms. Firsthand data and feedback have been obtained by interviewing marketing department personnel from these four organizations and by monitoring interactions on their social media posts. Using a qualitative research approach to explore the role of social media in art institutions of higher education, I confirmed that social media marketing, and Instagram in particular, has contributed to the growth of art institutions.

Metrics

40 File views/ downloads
33 Record Views

Details

Logo image