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Digital Communication in Museums and Museological Spaces: Diagnosis of Baixo Alentejo, Portugal

Digital Communication in Museums and Museological Spaces: Diagnosis of Baixo Alentejo, Portugal

Victor Figueira, João Arnedo Rolha, Bruno Barbosa Sousa
Copyright: © 2022 |Pages: 20
ISBN13: 9781799885283|ISBN10: 1799885283|ISBN13 Softcover: 9781799885290|EISBN13: 9781799885306
DOI: 10.4018/978-1-7998-8528-3.ch015
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MLA

Figueira, Victor, et al. "Digital Communication in Museums and Museological Spaces: Diagnosis of Baixo Alentejo, Portugal." Handbook of Research on Digital Communications, Internet of Things, and the Future of Cultural Tourism, edited by Lídia Oliveira, IGI Global, 2022, pp. 271-290. https://doi.org/10.4018/978-1-7998-8528-3.ch015

APA

Figueira, V., Rolha, J. A., & 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. https://doi.org/10.4018/978-1-7998-8528-3.ch015

Chicago

Figueira, Victor, João Arnedo Rolha, and Bruno Barbosa Sousa. "Digital Communication in Museums and Museological Spaces: Diagnosis of Baixo Alentejo, Portugal." In Handbook of Research on Digital Communications, Internet of Things, and the Future of Cultural Tourism, edited by Lídia Oliveira, 271-290. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-8528-3.ch015

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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.

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