Stakeholder engagement via Facebook: an analysis of world's most popular museums
by Vincenzo Scafarto; Federica Ricci; Gaetano Della Corte; Carla Morrone
International Journal of Digital Culture and Electronic Tourism (IJDCET), Vol. 3, No. 1, 2020

Abstract: Over the last few years, social media (SM) have been emphasised as a means for organisations to foster stakeholder relationship with particular stress on their potential to promote community building and dialogic engagement with online audiences. These potential benefits of SM have been claimed also with respect to cultural organisations. However, the available research evidence on SM and museums suggests that museums still struggle to exploit these tools to their full potential. This paper adds further evidence on this issue by empirically investigating whether museums are using Facebook to promote follower engagement using a sample of top-attended museums worldwide. Results suggest that the frequency and content type of posts correlate to some extent with the degree of follower reactions. Nevertheless, sample museums predominantly use SM to publish promotional contents and as a result fail to achieve a true 'dialogic' follower engagement.

Online publication date: Wed, 04-Mar-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Digital Culture and Electronic Tourism (IJDCET):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email