Social media possibilities for improving arts marketing performance

Ina Stanoeva

Conferences of the department Informatics, 2019, issue 1, 247-256

Abstract: The aim of this paper is to investigate the social media presence of the performing arts institutions and the freelance artists from the sector in Bulgaria. Their presence on Facebook, Instagram, Youtube and Twitter, the state of their websites, the existence of ticket buying systems and usage of chat bots are compared. The methodology used in this article combines secondary research, content analysis and comparative analysis. Some recommendations for manage-rial implication are given at the end of the paper.

Keywords: social media; advertisement; performing arts; content analysis; presence (search for similar items in EconPapers)
JEL-codes: C8 (search for similar items in EconPapers)
Date: 2019
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