Word-of-Mouth of Cultural Products through Institutional Social Networks

Collection with item attached
2017
Item details URL
http://open-repository.kisti.re.kr/cube/handle/open_repository/487047.do
DOI
10.3390/su9060917
Title
Word-of-Mouth of Cultural Products through Institutional Social Networks
Description
This work was supported by the Ministry of Education of the Republic ofKorea and the National Research Foundation of Korea (NRF-201502230002)and by Hongik University Research Fund.
abstract
Recently, a number of cultural institutions such as museums, galleries, art auctions, events, and performance centers have been utilizing social network sites (SNS) for promoting and marketing their culture, art content, and events. The online social space is appropriate for cultural products to be viral, since users of SNS mainly share personal interest and spread hedonic consumption with close friends and acquaintances. If viral content drives strong emotions such as joy, arousal, pleasure, sorrow, or horror, it will be transmitted to more people, and rapidly. This study investigates how a certain type of motivation for using a social network service such as Facebook influences trust in art and culture exhibition information providers and the content of the information itself. Results show that people who have an informational motivation for using social media expressed a higher degree of trust in exhibition information provided by institutions such as museums. On the contrary, those who have relational motivation for using social media credited acquaintances such as friends, families, and colleagues more. Trust in the information provider resulted in trust in the content itself, and hence, increased the possibility of word-of-mouth for the corresponding information. An empirical survey was implemented, using followers of the Facebook page of a national museum and users who clicked "Like" on postings of exhibitions. Finally, the potential applications of the result for promotion and marketing of exhibitions of art and culture for public will be discussed.
provenance
Made available in Cube on 2018-09-28T16:23:50Z (GMT). No. of bitstreams: 0
language
English
author
Lee, Eun Ea
Kang, Hyunjeong
Ahn, Hyung Jun
orcid
Ahn, Hyung Jun/0000-0003-1431-7159
accessioned
2018-09-28T16:23:50Z
available
2018-09-28T16:23:50Z
issued
2017
citation
SUSTAINABILITY(9): 6
issn
2071-1050
uri
http://open-repository.kisti.re.kr/cube/handle/open_repository/487047.do
Funder
교육부
Funding Program
인문사회기초연구
Project ID
1345274988
Jurisdiction
Rep.of Korea
Project Name
Towards a New Way of Smarter Work with ICT: Job Crafting
rights
openAccess
subject
SNS
informational
relational
motivation
Facebook
art
culture
museum
trust
word-of-mouth
type
article


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