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Daniela Otoni Pereira Miranda, Hongik University, South KoreaAbstract
The contemporary art museum is increasingly operate a digital scene where audience engagement has shifted from passive reception to active participation. This paper investigates the social media marketing strategies of The National Museum of Modern and Contemporary Art (MMCA) in South Korea, a nation characterized by high digital connectivity and a dynamic arts scene. Focusing on the innovative #helloMMCA program, this study analyzes how the museum create interactive strategies to achieve its marketing and educational objectives. Utilizing a qualitative case study methodology, the research draws on semi-structured interviews with the museum marketing team and the program participants and a thorough document analysis of program guidelines. Data is analyzed through thematic analysis to identify key strategies and their outcomes. This paper addresses the critical role of user-generated content (UGC) in fostering a sense of community and enhancing audience interaction, moving beyond traditional one-way communication models. Findings illuminate how tailored digital strategies can address the unique challenges faced by art institutions, offering a deeper understanding of audience engagement in the digital era. The research provides actionable recommendations for museum professionals on optimizing social media presence, and for marketing practitioners on effectively engaging audiences with art and culture online. Ultimately, this study contributes crucial insights into building dynamic, participatory online communities that enrich the museum experience.
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