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Title: | Digital communication in museums and museological spaces: Diagnosis of Baixo Alentejo, Portugal |
Authors: | Figueira, Victor Rolha, João Sousa, Bruno |
Keywords: | Digital communication Museums Museological spaces Baixo Alentejo (Portugal) |
Issue Date: | 2022 |
Publisher: | IGI Global |
Citation: | Figueira, V., Rolha J., & Sousa, B. B. (2022). Digital communication in museums and museological spaces: Diagnosis of Baixo Alentejo, Portugal. In L. Oliveira (Ed.), Handbook of Research on Digital Communications, Internet of Things, and the Future of Cultural Tourism (pp. 271-290). IGI Global. http://doi:10.4018/978-1-7998-8528-3.ch015 |
Abstract: | SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others that do not. Digitization was a real challenge for any museum, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing the exposure of the brand, product, or idea at a low cost to a large audience. This chapter aims to systematize some relational marketing best practices that are identified in the museums and museum spaces in “Baixo Alentejo” (Portugal). Specifically, some examples of relational marketing in terms of communication will be identified and analysed. |
Peer reviewed: | yes |
URI: | https://hdl.handle.net/20.500.12207/6020 |
metadata.dc.identifier.doi: | http://doi:10.4018/978-1-7998-8528-3.ch015 |
ISBN: | 9781799885306 |
Publisher version: | https://www.igi-global.com/chapter/digital-communication-in-museums-and-museological-spaces/295508 |
Appears in Collections: | D-CE - Livros e Capítulos de Livro |
Files in This Item:
File | Description | Size | Format | |
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Digital Communication in museum_vfigueira_2022.pdf | 425.5 kB | Adobe PDF | View/Open Request a copy |
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