RT Journal Article
T1 Facebook as a promotional tool for spanish museums 2016–2020 and COVID influence
A1 Mas, José Manuel
A1 Arilla, Ramón
A1 Gómez, Andrés
AB As Waller and Waller stated, Social Media produces an intense effect on culture-based institutions' practice. Social networks promote the concept of "digital social museum", as one that takes advantage of digital technologies' opportunities to deepen the achievement of a genuinely close museum and expand the exhibition's target audience. However, do museums use Facebook to educate and transmit culture to users, or as a mere promotional tool? Are there differences between its use in museums? Were their Facebook Promotion Strategies directly affected by the coronavirus COVID-19 pandemic?
PB Taylor and Francis
SN 1049-6491
YR 2021
FD 2021-02-25
LK https://hdl.handle.net/20.500.14352/120947
UL https://hdl.handle.net/20.500.14352/120947
LA eng
NO Mas, J. M., Arilla, R., & Gómez, A. (2021). Facebook as a Promotional Tool for Spanish Museums 2016–2020 and COVID Influence. Journal of Promotion Management, 27(6), 812–831. https://doi.org/10.1080/10496491.2021.1888179
DS Docta Complutense
RD 18 mar 2026