Mas, José ManuelArilla, RamónGómez, Andrés2025-06-052025-06-052021-02-25Mas, 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/10.1080/10496491.2021.18881791049-649110.1080/10496491.2021.1888179https://hdl.handle.net/20.500.14352/120947As 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?engjournal article1540-7594https://doi.org/10.1080/10496491.2021.1888179https://www.tandfonline.com/doi/abs/10.1080/10496491.2021.1888179embargoed access3A 12FacebookMuseumsPromotionSocial MuseumsCOVID-19Ciencias Sociales53 Ciencias Económicas