The use of tiktok in italian public cultural institutions: The tiktoker activation of the Gallerie degli Uffizi

Edoardo Maria Castelli

Economia della Cultura, 2024, issue 2-3, 470-472

Abstract: Some of Italy's most visited public museums are expanding their presence on TikTok, the Chinese platform that has become a key communication channel for engaging younger audiences. This poster presents a quantitative framework analyzing TikTok's adoption in museum contexts, with a focus on the impact of the Gallerie degli Uffizi's project in collaboration with a TikToker, whose significant social media performance helped the museum achieve viral status online.

Keywords: digital communication; audience development; cultural institutions; TikTok; social media (search for similar items in EconPapers)
Date: 2024
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