Original scientific paper
https://doi.org/10.38190/ope.10.1.7
Community management analysis in arts entrepreneurship, example of the Museum of Broken Relationships
Melisa Bahonjić
orcid.org/0000-0002-6806-5092
; VERN’ University of Applied Sciences
Krešimir Dabo
; University College of Economics, Entrepreneurship and Management
Abstract
Social networks have changed the public relations industry. By creating new features and tools, new ways of creating a positive image have been enabled. Such a new communication space creates new opportunities for greater visibility for entrepreneurs. In a specific sector such as culture, the challenges of branding a commercial organization are multiple. Social networks as a communication niche can greatly contribute to building an image, creating a positive media picture, and attracting visitors. The paper explores how users perceive the content and communication methods of the Museum of Broken Relationships. The research carried out included a survey of visitors through a survey questionnaire. The research found that activity on social networks and the active participation of visitors have a positive influence on the awareness and visibility of the museum. It was also found that Facebook and Instagram are the most popular social networks among visitors. Based on the research results, the guidelines that can contribute to improving social network management are presented.
Keywords
social media; public relations; Museum of Broken Relationships
Hrčak ID:
239699
URI
Publication date:
24.6.2020.
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